News stories and advertisements are in the paper, on the web and on social media — so what makes them different? Although both may be presented as “news you can use,” be sure to ask yourself the following questions to help you determine if what you are reading is an ad or an article:

ONEDoes the content item indicate that it is paid for or sponsored by another company?

Media companies use different terms to indicate content that is written outside of the newsroom. Terms such as “brand publisher,” “crafted by” and “paid post” all mean the same thing — it is an advertisement.

Here at the Free Press, we mark our advertised online content with the term “sponsored.” A “sponsored” icon appears on each item, along with a disclaimer indicating the article was produced by our advertising department in collaboration with the respective company.

TWOWho wrote the story?

Often advertisements or advertorials will not name the author, but instead will attribute the byline to “staff,” advertising department, or simply provide a company name.

Our journalists only work in our newsroom — not in advertising. If you have finished an article and still have questions, you can find contact details such as an email and name at the end of each story. Get to know the faces behind the bylines to help you recognize each journalist’s work as news.

THREEWhat logos or links are associated with the content?

Advertisements are typically written in a way that is openly promoting a person, product or business. This promotion goes beyond simply stating facts about these elements and adds a flare, encouraging the reader to take additional action. These “calls to action” could include messaging or links such as, “find out more,” “buy now,” or even “call today.”

When a news story is published, the Free Press typically only uses photographs, graphs and charts produced in-house and links associated to additional related reporting.

Remember: the aim of advertising is to sell ideas, products and services, whereas the purpose of journalism is to keep communities informed. Have these questions in your back pocket for the next time you find yourself questioning a piece’s intention.