Editorial Related Advertising is associated with the concept of Contextual Advertising but differs in its ability to match advertising to content in a much more specific manner. Where Contextual Advertising is keyword based, Editorial Related Advertising is able to also take in the content of the whole article and match on a conceptual level, rather than simply looking for the existence of pre-selected words. For example, there is no chance that an Auto Mechanic could advertise next to an article about the Detroit Pistons.
This specificity also ensures that:
- Advertisers do not advertise next to defamatory articles (or they can create content that will offer a right of reply)
- Advertisers do not advertise next to inappropriate content such as obituaries or negative news articles
- Advertisers can appear next to articles in the general subject area of interest, for example for keywords that are not actually included in the on page text
Advertisers can supply a number of specifically targeted pages, each with their own message to attract users to their 'microsite'. This 'microsite' is housed within a publication on a searchable vertical directory. Advertisers who are not completely related to the publication will not be considered for the program. This creates a directory resource of related suppliers within the publication's website that is also optimized for search engine traffic.
Famous quotes containing the words editorial, related and/or advertising:
“I have been in the editorial business going on fourteen years, and it is the first time I ever heard of a man’s having to know anything in order to edit a newspaper.”
—Mark Twain [Samuel Langhorne Clemens] (1835–1910)
“One does not realize the historical sensation as a re-experiencing, but as an understanding that is closely related to the understanding of music, or rather of the world by means of music.”
—Johan Huizinga (1872–1945)
“Now wait a minute. You listen to me. I’m an advertising man, not a red herring. I’ve got a job, a secretary, a mother, two ex- wives, and several bartenders dependent on me. And I don’t intend to disappoint them all by getting myself slightly killed.”
—Ernest Lehman (b.1920)