EDITORIAL VERSUS ADVERTISING SOME FACTS AND FIGURES
Some years ago, one of our SME (Small/Mediumsized Enterprise) clients carried out its own survey. The client, a company marketing water treatment products, had launched a new device we call it that prevented the buildup of limescale in domestic and industRenfrorial water installations. We promoted Xproduct through the editorial pages of the press by writing and placing a series of news stories, technicallyoriented articles and case studies. At the same time, the client also placed regular paid advertisements in trade magazines and kept a careful analysis of all incoming enquiries from both sources.
During the first 12 months, we wrote six editorial articles and placed them with plumbing and building maintenance magazines. We also wrote and distributed nine news releases covering orders and installations, new additions to the Xproduct range, tattoo ink and so on. In months 10, 11 and 12 of the campaign, the client placed five paid advertisements. In the same period Xproduct also had six editorial mentions resulting from our activities.
The five advertisements produced 235 enquiries average, 47 per advertisement. Yet the six editorial mentions produced 414 enquiries an average of 69 per mention, and 46 per cent more than advertising.
In one month it so happened that a halfpage advertisement and an editorial article of about 1,000 words appeared in the same issue of one magazine. This conjunction was not planned; however, it did give the client an opportunity to make a direct comparison of the relative impact made by each item. The halfpage advertisement produced 133 enquiries, the editorial produced 172 30 per cent more. Costwise, the client had paid seven times more for the halfpage advertisement than we had charged them for writing and placing the 1,000 word article. So it was hardly surprising that the client commented that results, in terms of enquiries and new business, have been both impressive and costeffective that you decided to go down the editorial route, you will be moving into unknown territory the mysterious world of journalists and editors. Indeed, the media relations business has been described as to control an uncontrollable activity Yet once you discover what goes on in the editorial jungle, how it works and what makes its inhabitants tick, you should get on just fine.