Tell us it’s an ad

Finweek English Edition - - Letters - JOHN S MAG­ILL

IT’S A LIT­TLE DIS­AP­POINT­ING to see a jour­nal of your stand­ing re­sort­ing to the use of “ad­ver­to­ri­als”. I re­fer to the sev­eral times that you have ba­si­cally en­dorsed Telkom’s broad­band of­fer­ing. Let all your ad­ver­tis­ers back their con­fi­dence in their prod­ucts and ser­vices with paid ad­ver­tise­ments. Telkom shouldn’t need a “free­bie re­in­force­ment” to com­ple­ment and off­set the costs of its paid ad two pages fur­ther on. Not ev­ery­body reads the “dis­claimer” at the top of the page that obliquely sig­nals, “reader beware, this story is not what you may think it is”. Charge what­ever rates you like for that pseudo-edi­to­rial page and boldly head it “AD­VER­TISE­MENT”. It may even have some le­gal ben­e­fits for you!

The ad­ver­to­rial to which you re­fer was clearly marked as such, and was paid for by the client, as are all our ad­ver­to­ri­als – Ed.

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