Sponsored content or display ads: what suits an association magazine?

A display ad says "here we are". A sponsored article says "here's what we know". Both can earn money. They ask different things of you and your readers.

Display ads

What they are. A designed advertisement: a full page, half page or banner, supplied by the advertiser.

For members: quick to notice and quick to skip. They know what they are.

For you: simple. Receive the file, place it, count the clicks.

Works best when: the advertiser has a clear message, an offer or a name to be seen.

Sponsored content

What it is. An article, guide or case study paid for by an advertiser and published in the magazine, labelled as sponsored.

For members: can be helpful if the topic is relevant and the writing is good. Can be irritating if it reads like a brochure.

For you: takes more effort to brief, review and edit. Pays more.

Works best when: the advertiser has real expertise that matches a member need, such as a guide to a new regulation from a firm that deals with it.

Side by side

Rules that protect trust

1. Label it clearly. "Sponsored content", "Advertisement" or "In partnership with" at the top, in text of a readable size.
2. Keep it visually distinct from editorial content, for example a different colour or layout.
3. Editorial approval. Your editor reads everything and can ask for changes or refuse.
4. No claims you can't stand behind. Health, finance and legal claims need particular care.
5. No hiding. Never present paid content as independent journalism.
6. Be consistent. Same label, same place, every issue.

What to ask the advertiser for

A sponsored article brief might include:

Topic: ______
Who it helps: ______ (members)
What readers will be able to do afterwards: ______
Length: 500 to 700 words
Contact for questions: ______
Please avoid: sales language, claims without evidence
Includes: one link, one image, a short bio

Set the price

Sponsored content usually costs more than a display ad of similar size. It takes your time to brief and edit, and it carries extra value for the advertiser. Put the price in your rate card.

Offer a mix

Many advertisers start with a display ad, see the results and move on to a sponsored article. Packages for sponsors can bundle both.