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Advertising with a story

Something I have been doing for over a year is interview owners of
businesses that advertise in the publication for which I'm writing a story.
I get names from previous issues or ask the editor for a list. (One editor
was thrilled that I would ask for such a list.)
For example, if my story is about a new landscape idea, I'll mention that
nursery and its owner in my story, quoting him or her about how they use
that new idea or method. The advertiser looks like an expert on the topic,
my story is more interesting, and the editor is pleased to have subtly
promoted an advertiser. It's a win-win-win situation. I know ads have been
sold because I have done this. If there's a negative side to this method, I
haven't found it yet.
As was described to us on this list last year, what we create is "content"
which fills space between the ads. Our goal is to create the richest, most
informative and interesting text possible so as to attract readers, which
attracts advertisers. While many publishers are content to print what I call
pabulum, the same old reconstituted stuff, our quest is to raise the bar,
but that's another whole topic.
-- 
Larry Maupin
Maupin Photography
larrymaupin@sbcglobal.net
214/341-3933

> From: Carol Deppe <caroldeppe@yahoo.com>
> Reply-To: Gardenwriters@topica.com
> Date: Tue, 26 Feb 2002 20:51:34 +0000
> To: Gardenwriters@topica.com
> Subject: [GWL]: photo ideas for magazine articles
> 
> Might certain companies be
> interested in an ad near or within my article?  The editor would love to
> hear about it early, so as to pass the word along to the advertising
> director early enough to be useful.  A magazine article is a chunk that
> fits within a bigger context.

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