With pay to play increasingly becoming the new model, how do you accommodate this in your PR budget? This occurred to me when I recently received an email from Forbes magazine and the New York Times both offering to run an article by me if I paid a pretty penny. As a luxury lifestyle public relations agency, we are now building these costs into our programs.
While the advertorial model has been around for some time, it is now taking up more space in the editorial pages of such magazines as Travel and Leisure. Since readers seldom notice the difference between paid space or editorial coverage, it is definitely something to consider.
And there is the Instagram quandary with influencers charging to post. That is a ball of wax for another blog, so stay tuned.
More Outlets That Do Advertorials
It is worth noting that our boutique PR firm is often in the position to write the content, so it comes out just the way you want it. We have been contributing content to the New York Times and other A list media for these paid sections in the main Times Sunday magazine and T magazine, both of which do ample coverage.
Other outlets that take paid content include the Huffington Post and major newspapers like the Los Angeles Times. So to go about this, contact the advertising departments and find out what their schedules are.
Since many of the outlets that do this are print, it is important to keep in mind lead times. They run six to eight months. Therefore, they are planning to run winter stories. You really have to consider this when considering this method of getting media coverage.
Contact us to find out more about the advantage of this trend, and how we can help you get the exposure you need.