Consumers often mistrust advertising because it is paid for. Editorial content is trusted because it is believed to not be paid for. It represents an unbiased view of the subject being written or spoken of. Although the media often request our editorial or advertorial work to be labeled as a “paid advertisement”, consumers look at our editorial marketing efforts and perceive them to be content written for the newspaper, magazine or television or radio. Consumers tend to view editorials and customer opinions and reviews (also known as testimonials) as more credible than straightforward commercials. Editorial content engages and offers a news oriented informational slant. Our belief is that our editorial advertising and marketing efforts can offer the same thing.