Which Gets Read More – Ads Or Articles?
The ‘Advertorial’, The Challenge Of Maximum Readership Reconsidered
by Dan Kennedy
The knee-jerk answer is: articles.
And the argument for the “advertorial” i.e. an ad made to look like editorial material is that it is obvious; people buy newspapers and magazines for the articles, not the ads. But, like all dogma, ain’t necessarily so. For example, lots of people buy the Wednesday newspaper to get the supermarket coupons, buy the Friday or weekend newspaper to see the movie and nightclub ads. In analogy, people often go to national conventions more interested in the trade show than in the seminars, me included.
MY ADVICE: (more…)