The main advantages of creating an advertorial over traditional advertising or traditional public relations are as follows:
You have complete control over the content, you obtain credibility based on the implied endorsement a publication or station has with its audience, you increase readership (both time spent with and awareness of your message) because your advertorial writer has created “content” which is more likely to be taken into account than a traditional ad. When marketing through the use of the advertorial, you have more time and space to go into depth about the merits of your product or service and through the use of the blurring of “content” versus “advertising” readers are more likely to bestow import on the message because of the format of the writing. This also translates to better response and better revenue realized from a direct call to action that is inherent in the advertorial format. Also, the readers who do respond tend to come from a different orientation because they are already better informed about the merits of your product or service through the informational, editorial based message you are conveying.