Advertising in all but name

The same cannot be said in certain areas of business-to-business publishing. Mike Waring’s piece on page 20 lifts the lid on a practice in which some titles are charging PR companies to place editorial copy in prime positions.

The readers, unaware of the practice, assume what they read is there purely on its editorial merit, as judged by the expertise of the magazine’s journalists. If it doesn’t sound much like journalism, that’s because it isn’t. In fact, what they’re being fed is advertising – without the honesty.

As Waring so succinctly says, it stinks to the rafters.

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