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Journalism is an important issue to advertorial and editortial since they originated through the source or structure of journalism. Journalism as today is news descriptive material or comments conveyed to widen spectrum of the media. From the first known newspaper which was published once, the concept of journalism is based on the truth edited or published. Thank goes to Benjamin Harris and his Occurrence. As journalism existed from American first editor, the perspective journalism took a creative character of the truth as needed in the opinion of the editor. The editors or publishers took sides on common and political issues which persuaded the readers to take sides on issues. With the absolute truth lost in the tunnel of journalism, truth was left to interpretation of the editor. Truth was brought to reality when the "Sun" by Day was published. The penny newspaper published issues on the common people which brought many readers attentions to concerned events in their community. Day hired Wisener who brought readers to court cases that he reported on daily. The Sun Communicated to reader of more reality living. With Frank Leslie reproducing pictures to the press, the impact of journalism has taken toll on truism. Journalism had become a powerful force in the media. Hearst created a journal's war with the spanish which he instigated Spanish-American War and announced "America a world power". The powerful muckrakers brought into existence in Roosevelt presidency. The muckrakers enforced the concept of truism(Tarbell and Steffens). They died out in the 1910s. This instant on journalism has come to "the 20Th Century traditional news media operated on the philosophy that reality ought to be reflected objectively, with all sides having their say." In the 21St Century the philosophy must hold the same.

American Society of Newspaper Editors in 1923 established an ethical code of conduct. The honesty and integrity hold in the truth of journalism. Walter Cronkite, veteren of CBS news anchorman said,"When people doubt they're getting the truth, their cynicism spreads through the nation like a virus, eating away at the confidentce in our institutions and threatens the very foundation of democracy."

A journalist may be a writer, editor, photographer, broadcaster, and a producer. The forcus is on editorial article or paper. Since editorial is a news article for a newspaper or magazine expresses the opinion of the editor or writer, an editorial maybe structured in essay or thesis style. The characteristics of timeliness, proximity, prominence, conflict, impact, human interest, and novelty are the guide in deciding what information is newsworthy and how to present it.

A brief informative presentatioin on journalism has brought advertorial which is an expression from editorial to the center. The word or idea, advertorial, goes back to 1946 in Webster dictionary and in 1961 in Webster Third International dictionary. In 1970, Mobile Oil actually put the idea in practice when they decided to change their marketing strategy. Advertorial is a paid advertisement like informercial in an editorial content. Although an advertorial has editorial content, it is also a press release which has factual basis on concerned issue, product, or service.

Advertorial appears to be an objective opinion by the person who has endorsed your product or service. In reality, advertorial is non-objective because an ad has no negative expression. An advertorial maybe recognized by it font and the kind of paper that it appears on. This editorial type of advertisement seem to grasp the consumers attention while they make an educated decision on the promoted product or service from given information in the ad. An advertorial may be in newspaper, magazine, on television, radio, internet, and other type of media. The objective reality advertorial opinion comes from statistic science research, consumer trends, and other resource on the promoted product, service, or concern. Advertorial is known best in it theme text(Essay or Short Story) which is one of the best type of effective advertisement.

Reference: American Journalism; Articles by Julie Hedge Williams and Bruce J. Evenson, allacademic.com, en.wikipedia.org, advertorial.org, and wisegeek.com.

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