The Merriam-Webster dictionary defines an advertorial as an advertisement that imitates the editorial format. In newspapers, advertorial writing tends to mimic the style of news or feature stories, appearing as an objective article that may or may not include disclaimers of being a paid advertisement. In magazines, the advertorial may appear as a “feature blurb” on a page of other new and noteworthy products. On television or radio, the advertorial, or infomercial most often appears as a news/talk or talk/chat program, with a host/newsperson discussing the clients’ product or service with a company representative.
The common theme among the various media forms of advertorials is that the client has full editorial approval over what is written or filmed which is certainly not the case in traditional editorial or public relations.