What is the value of sponsorship?
Sponsorship implies endorsement of the advertiser by the magazine whether the sponsored item is a page of the magazine, a pull-out supplement, a separate supplement, or any other element of the editorial package. The phrase sponsored by suggests something of editorial origin, subsequently supported by the advertiser, whereas the phrase in association with suggests a more equal partnership between editor and advertiser. A particularly close approach to readers can be made by sponsoring a regular feature in the magazine. It makes the brand seem an integral part of the publication, tapping more deeply into the readers relationship with the magazine.
