Sometimes terms describing the advertorial such as a special promotional feature or special advertising section are used. The tone of the advertorials is usually closer to that of a press release than of an objective news story. Advertorials can also be printed and presented as an entire newspaper section, inserted the same way within a newspaper as store fliers, comics sections, and other non-editorial content. These sections are usually printed on a smaller type of broadsheet and different newsprint than the actual paper. Many newspapers and magazines will assign staff writers or freelancers to write advertorials, usually without a byline credit.
A major difference between regular editorial and advertorial is that clients usually have content approval of advertorials, a luxury usually not provided with regular editorial. A related practice is the creation of material that looks like traditional media (for instance, a newspaper or magazine) but is actually created by a company to market its products. One familiar example is airline in-flight magazines, which may feature reports about travel destinations to which the airline flies. Historically, advertorials were less frowned upon and newspapers would even show how magazine advertising is serving the public.
Daytime programs featuring light talk designed to draw in mainly a female audience, often use advertorial segments which feature presentations of products, services, and packages by businesses. A representative of a business will have a discussion with a regular host, along with perhaps making a special offer for viewers. These segments are designed to give a business a detailed presentation of their service that might not be possible in a traditional thirty-second or one minute advertisement