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This is a hybrid of advertising and editorial. More specifically, it is a paid advertisement masquerading as editorial which risks misleading readers into the belief that they are reading a straight news story or feature rather than an advertisement (Franklin and Murphy, 1998: 13, 245–7). For the company or individual buying the advertising space, the advertorial has the advantage of conferring the authority and truth claims associated with news on the advertisement. For the newspaper selling the space, advertorial allows the editor to allocate a greater part of the paper to advertising copy which typically generates up to half the newspaper's revenues (for free local newspapers which are wholly reliant on advertising, advertorial assumes an even greater economic significance). Advertorials have become increasingly popular in ...

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