Advertorials and supplements
An advertorial is paid space that looks like an article: headline, copy and images, but the content comes from the advertiser. It suits products that need more explanation than an ad can hold. It is not editorial content — it is advertising, and must be clearly labelled as such for readers.
What we deliver
- Selecting titles and sections where the article format makes sense
- Negotiating length, placement and terms for themed supplements
- Coordinating copy, photography and layout with the publisher
- Checking paid-content labelling and compliance with advertising rules
- Checks on publication and placement
Labelling is not a formality
Paid content must be clearly distinguished from editorial and labelled as advertising or a commercial message. Hidden advertising breaches both the law and the advertising code of practice, so publishers have their own rules on labelling and layout of advertorials.
For the advertiser this is no loss: a reader who knows what they are reading trusts it more than text that poses as independent and later turns out to be paid. The format works because of its content, not because it confuses the reader.
Themed supplements
Publishers produce supplements on themes such as housing, health, education or motoring. An advertiser can take an ad, an advertorial or both, in a setting where readers are already interested in the subject.
Supplement dates are known in advance and deadlines tend to be earlier than for a regular issue. When planning a campaign, it helps to know which supplements are coming up in the period.
Frequently asked
- Is an advertorial the same as an editorial article?
- No. An advertorial is paid advertising in article form, clearly labelled as such, and the advertiser decides its content. An editorial article is written by the newsroom at its own discretion and cannot be bought. An editorial piece is earned space: it comes from a story a journalist finds worth covering, and we handle that under Bylined articles and interviews. An advertorial gives certainty of publication and control of the copy; editorial gives credibility — often both are worth having.
- What does an advertorial cost?
- The price follows the title, length and position, and for supplements their theme; publishers usually price advertorials like ads of the same size, sometimes with a layout surcharge. Send the inquiry form for a concrete proposal.
Related services
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Advertising in dailies, weeklies and magazines — titles chosen by readership in the target audience, positions negotiated and artwork delivered before deadline.
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Bylined articles, commentary and interviews with company people in editorial space — built on expertise, not advertising.
Read more →12Regional and trade press
Regional dailies, municipal newsletters and trade journals — where the audience is narrow and reads its title closely.
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