What is the value of advertorials?
Advertisement features, or advertorials, enable the advertiser to adapt their communication to the magazine in which they appear and so achieve an integration with, and perceived endorsement from, the host magazine. Creative Format, Premium Impact described how this intimacy brings added credibility to the brand, while readers appreciate the extra material for them to read. The objective should not be to trick readers into thinking it is an editorial feature they are unlikely to be fooled for long and will resent being misled but to let them understand this is an advertiser-related feature which offers extra value via information and/or entertainment. For more details see Creative Format, Premium Impact [pdf] Other studies have investigated advertisement features. One was Advertisement Promotions: The Readers Perspective, a qualitative study by The Research Business for the National Magazine Company. Readers of eight of National Magazines titles were interviewed. After establishing tha
