Across the world, magazine readers value both editorial and advertising as sources of information. The integrity and long-term viability of magazines depends, however, on a clear distinction between advertising and editorial. At LLP, we strive for editorial integrity in all of our publications.
The nature of hyper-local city magazines inevitably leads to editorial written by residents of these communities who are out making things happen in their towns. Many of these community leaders and active residents also happen to be business owners. We are not going to avoid these stories in order to abide by a “strict editorial integrity” rule.
We make a huge effort to keep our content very micro-local. If something amazing is happening in the town next store, who cares? We really try to keep our coverage specific to the title town of the magazine itself.
Readers will always get a mix of three different types of editorial in our publications:
We run “columns” written by business owners or experts to highlight a particular topic of interest to our readers. (i.e. health, golf, pets, psychology). Some of these are written by advertisers and some not. Decisions on which columns we run are always made with the reader in mind. The columns are clearly designated as written by the business owner, with a bio and byline. These columns are informational and not promotional.
We also publish feature stories on things happening in our communities. These have no advertising bias, are written by objective
freelance or staff writers and are typically multi-page pieces with fabulous local photography.
The third-and much less frequent type of editorial readers find in our publications is the “advertorial.” A business owner purchases a page or multiple pages to write a promotional piece about her business with the intention of informing our readers about their products, services or good deeds. These pieces are labeled “promotional,” or “advertorial.”