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    I’d need to look at the mag itself, so bear in mind that my comments are purely going on your analysis in this article, but as far as I can see, you can hardly call a mag takeover “peppered with adverts and advertorials” content marketing.

    There needs to be genuine collaborative work between brand and editorial to ensure that real articles with real content is published in something like this. Using adverts and advertorials as you’ve described, Dulux would do irreparable damage to Home/Tuis’s editorial integrity and gain very little itself. A takeover of this nature is a tricky one to balance. I’ll be sure to get myself a copy though. Interesting stuff.

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