How does advertising compare to PR when it comes to marketing spend? Let’s take a closer look with a Wall Street Journal example.
By Mark Macias
Founder of MACIAS PR | Former NBC Executive Producer
I got an interesting message on Linkedin today from a CEO saying “the world has changed… media is no longer interesting.”
I responded: “you’re right because no one watches CNBC or reads the WSJ anymore.”
Yes, I was being sarcastic but it is a valid observation. Is traditional media outdated and are there better approaches to scaling your message? Let’s take a closer look by comparing a story in the Wall Street Journal versus an advertisement in that same business publication.
What’s an Ad in The Wall Street Journal Really Worth?
It’s hard to get the most recent rate cards for the Wall Street Journal because publishers are now keeping those ad rates closer to the chest. But recent rate cards for the WSJ show a full-page ad in The Wall Street Journal can range from roughly $100,000 for regional placements to several hundred thousand dollars. In some premium cases, the rates go even higher — depending on placement, timing, and circulation. (source)
And what do you get for that big spend?
- Guaranteed placement
- Total control of messaging
- Immediate exposure
On the flip side, readers know it’s paid. There is no editorial validation from an advertisement and it disappears as soon as the budget is over.
In simple terms: you rented exposure.
Now Compare to a Story in The Wall Street Journal
Let’s say your company is featured in a WSJ article, like my client was last month. He didn’t pay for this WSJ story, and a month later, the feature is still up for investors and leaders to read. In addition, his story brought credibility, trust and validated positioning for his firm.
“This company matters enough to be covered.”
Why You Can’t Measure Earned Media Like Advertising
A frequent question I hear from potential clients is “how can we value a media placement compared to an ad?”
It’s a flawed approach to simply measure the advertising rate to the depth of the story. You can’t assign a dollar value to media coverage based on what the ad would cost because earned media doesn’t just replace an ad.
Earned Media Changes the Conversation
When your company is featured in a top-tier outlet, like CNBC or the WSJ, investors take notice. Your team can remarket this media coverage with new clients. Competitors also begin to see you in a new light. A prominent story positions your brand as a reference point that becomes a part of a broader narrative.
Advertising vs PR = Rented vs Owned Exposure
Advertising has a short lifespan. It runs; it’s viewed; and then it’s gone. Earned media compounds over time. Articles are indexed and used for reference. Articles I wrote for CNBC and Forbes years ago are still up, driving traffic to our website years later.
These stories are not building exposure; They’re creating long-term assets.
The Strategic Advantage Most Brands Miss
Many companies treat PR as a secondary channel. Their leaders view it as a way to support marketing. But the strongest brands flip that model and use earned media to establish credibility, shape perception and create momentum.
In ideal situations, they create an ad spend around the earned media.
If you’d like to see a more visual comparison, you can see that explanation on this Linkedin post we created. It shows you visually how PR compares to advertising. You can reach out to me if you’d like to schedule a call and discuss your brand strategy.
ABOUT MACIAS PR
MACIAS PR was founded in 2009 by Mark Macias – Executive Producer with NBC and Senior Producer with CBS in New York. City & State Magazine named Macias one of the top 50 PR Power Players in New York while Finance Monthly named MACIAS PR the 2017-2020 Strategic PR Firm of the Year, and PR Firm of the Year.
