The value of editorial space or airtime, as opposed to paid advertising, is at the root of our business model.
In fact we go so far as to suggest small businesses consider removing advertising from their marketing mix altogether. Why?
For two very good reasons:
- The objective voice of editorial conveys authenticity and nurtures trust in a way that an advertisement doesn’t. Check out Book Reviews vs Advertising and Press Releases Tested for just two examples of how this works.The perception, and to a certain extent the reality, of the editorial process is that stories are placed on the basis of merit, and are objectively reported. This brings a certain integrity to the coverage.
In reality, the process is rarely this simple, but it’s the perception that matters.
The downside is that there is never a guarantee that editorial space will be allocated or held. The only way to secure space is to pay for it by, for example, placing ‘advertorial’, advertising dressed up to fool your audience into thinking it’s objective editorial.
We believe readers and listeners deserve more respect than this, and there are more intelligent ways to allocate a small budget.
- Advertising is expensive.Add up the cost of advertising space and compare it to the cost of publicity services, and you don’t need to get much editorial coverage to justify the switch.
In fact, spend the same amount on publicity services over a year as you might otherwise spend on a single ad in the Yellow Pages, and your ROI will almost certainly be through the roof by comparison.
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