Even with the distribution of news releases, there may be instances where a message requires a more detailed or focused treatment. In those cases, there may be value in developing an advertorial.

Advertorials are ways that newspapers sell ad space that doubles as news content. Newspapers allow the purchaser to have complete editorial control of the purchased space in their paper. This allows for the city or town to disperse its messages in exactly the way it intends, without the possibility of the message being changed or diluted by the newspaper staff. Newspapers may sometimes add the word “advertisement” to these messages, but that does not diminish the value of being able to send out a message via this method.