I’m amazed at how much effort goes into writing press releases, calling editors, staging events and how little thought goes into the photography to go with all of that. If only these companies knew how many meetings I’d sat in on where the first question after a story (or product) is pitched was “what does it look like” and then depending on what “it” looks like the story is either made or not. Get a clue people, the better the photography, the more coverage you will receive in magazines. In general this translates to spending more on photography.
I really feel like we’re headed in a direction where the PR/Advertorial images are going to have more legs than advertising because it’s something people feel like they can report on and share. Smart companies will commission several different kinds of shoots and release them to the different communities that are interested in talking about their product. If the photography is great then the conversation will travel far. This of course is good for photographers and bad for magazines (maybe photo editors will work commissioning editorial shoots for PR efforts). Magazines can’t survive on press releases, they need insertion orders to go along with them. Over the last decade as the advertising revenue has continued to tighten there’s been a slow draining of the trust consumers have with magazines, because the coverage things receive can be correlated to the advertising (with some notable exceptions of course.) Honestly, when was the last time you saw a real review of anything? Online probably.
So, when you get right down to it, reaching consumers with your message will eventually be about friends passing along a recommendation and they will be the one saying “yeah, but what does it look like”.