When I was little, my grandfather worked in a factory. After getting home, he’d relax with a glass of port wine and smoke a pipe. As for my father, he had a different way to decompress. After a long day delivering milk, he would sit on his recliner in front of the television and watch whatever was on, his mouth agape, his eyes twitching and barely open.
Alcohol or tobacco do nothing for me, and as for television, I’m not a big fan. I’ve found my own way to calm down after a stressful day in the office, one that will certainly please Luxembourg digital and print media companies, especially those whose revenue comes from publishing articles on behalf of paying clients.
I love nothing more than taking off my shoes, lying on the sofa, and enjoying an hour or two of some good ol’ sponsored content. Call me crazy, but that’s what helps me to chill out and forget my worries. Not only that, but it’s fun to see what local companies are willing to pay a lot of money for readers to know.
You might be wondering what sponsored content is. Well, I’ll tell you. It could be an interview with a CEO that at first glance appears newsworthy but is actually just an advert for the company. It might be an article about a new product or service, which might look important but again is just an advert. Sponsored content might take the form of a thought-leadership piece examining an issue businesses face or the implications of a new financial regulation—again, just an advert.
When most readers detect that content is sponsored, or when they see the tiny disclaimer that some media organisations place above such content, they go right past it. They think, “I’m not a rube. My time is important. I’m not going to waste five minutes on reading advertising.” Not me. I love the stuff. I’m a veritable connoisseur.
Knowing that a company has made such an effort to disguise their messaging as real news and have it published by a news site, magazine, or newspaper drives me crazy with curiosity. It signals to me that whatever they have to say, it must be really important. Otherwise, they wouldn’t have shelled out eight, nine, or sometimes ten thousand euros for it to be published, right?
If you don’t believe me, give it a try. Next time you find yourself stressed out or tired after a long day at work, try reading some sponsored content, whether printed or online. You might just learn a thing or two that a paying company desperately wants you to know.
António Chamiço works and lives in Luxembourg City
