Advertorials are articles that promote businesses. They are a form of paid advertising that appears to be editorial content.
Advertorials tend to be self-serving in a way that promotes and brags about a business, such as a retail store or restaurant. It can also be about a doctor, dentist, or chiropractor.
Usually, second-tier newspapers and community publications sell advertorial space. Of course, advertorials appear everywhere on the Internet. They should be informative and understandable to the average reader.
Home builders often buy space in the home section of Sunday newspapers in many cities. The articles describe the houses (real estate development) and the amenities. Usually, there will be a theme about the golf course or the unique design of the houses. There are many angles to write about.
Restaurants will also take space for advertorials and often a reporter will write a review about the food. Don’t always believe what you read.
Nonetheless, advertorials are an important element of publicity and offer opportunities for businesses and professional practices.
If the publication cannot write the article for the business, the owner or entrepreneur hires a freelance writer to compose the advertorial. The same advertorial can be used in several different newspapers and magazines, so it can be well worth the money.
One more tip…the advertorial can be turned into a press release and sent out to the appropriate media outlets for possible placement as a news item.