These sponsors would have no control over editorial content, but would be prepared to pay for the prominence of their name on the page or website concerned. The studentBMJ is investigating the concept of sponsorship. These sponsors would have no control over editorial content, but would be prepared to pay for the prominence of their name on the page or website concerned. The danger feared by some editors is that we may be tempted to alter our content in order to flatter the advertisers. We do not intend to let this happen.
Readers trust our content to be reliable.
In order to maintain this trust, they need to be able to identify the difference between advertising and editorial easily. Ann Hadley, an editor at Click Network has summarised some of these reasons, which have become particularly important for web based companies. The company gets to wrap their brand around content that appeals to the audience they want to reach. They also reach people who are likely to use their products and services and who will be most receptive to their message. None of this compromises editorial integrity because they trust us to deliver a powerful enough message to draw the audience it wants to reach, rather than plugging its capabilities.