01
Audience & topic fit
Does the publication cover a relevant subject? Is there an appropriate section? Would the article make sense to a reader who has never heard of the brand?
THE PUBLICATION STANDARD
A good placement
stands up to a closer look.
A publisher name, an authority score, or a network logo is only the start. Here’s what we review—and what you should expect to see before a campaign is commissioned.
Right audience.
Right context.
Nothing implied.
We assess publications for the job they need to do. A broad news distribution network and a topic-led editorial publication serve different purposes, so they should not be sold or measured as the same thing.
Understand the differenceSIX CHECKPOINTS / ONE CONSIDERED SHORTLIST
The reasoning.
Behind the recommendation.
02
Recent editorial activity
Does the site publish coherent, recent content? Is there a visible identity, an intelligible publishing focus, and evidence of a maintained website?
03
Content & placement quality
Is the proposed article readable and useful? Is the mention natural? We avoid accepting unrelated topic changes simply to insert a commercial link.
04
Audience indicators in context
Traffic or authority estimates are checked only when available from an identified source. A third-party domain estimate is not a guarantee of readers for your article.
05
Disclosure & link treatment
The shortlist identifies whether content is commissioned, sponsored, or contributed, with the relevant publisher disclosure and link attributes confirmed.
06
Deliverability & evidence
The proposed timing, acceptance conditions, count rules, publication URLs, and any agreed replacement remedy must be clear enough to verify at handover.
BEFORE YOU APPROVE
A shortlist.
Not a surprise.
These are the fields we use to make an editorial placement reviewable. Exact domains are supplied for your campaign; the example below is a format, not an inventory claim.
PUBLICATION REVIEW / EXAMPLE FORMATFA — 01
Publishing websiteCampaign-specific domain to be provided
Publication categorySpecialist trade / relevant business section
Topic rationaleWhy this angle serves the publication’s readers
Proposed articleOriginal 600–800 word article
Commercial labelSponsored / contributed, as applicable
Links & destinationApproved URL + publisher-permitted attributes
Metrics, if usedSource + date + domain-level context
ApprovalWritten sign-off before commissioning
IMPORTANT DISTINCTIONS
Accurate language.
A stronger foundation for trust.
An affiliate is not a national endorsement.
A publication on a network-affiliated website is described by that website and its actual relationship. We do not turn a syndicated release into an implied feature by a national news team.
A publication count is not a readership count.
One approved release may appear across many network sites. Shared content or common ownership can exist across the network. We do not call that hundreds of separate journalistic stories or claim a combined audience actually read it.
A sponsored article should be recognisable as one.
Paid editorial-style content is not earned coverage. Appropriate commercial labels and link treatment should remain visible. A badge or logo must never claim more than the underlying publication supports.
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Published coverage. Relevant articles. A one-time campaign.