Where is an editorial page

Editorial texts

Brief explanation

An editorial text is a journalistic contribution that informs, entertains or conveys opinions. It is particularly distinguished by its distinction from advertising texts.

Formats of editorial texts

Editorial articles usually appear as reports, news or interviews. Reports (lat. Reportare = to report, to report) are informative texts on specific topics that give the reader the feeling of being there himself.
News reports on current events and is primarily information-oriented. The focus is on the content. Interviews reproduce a conversation between the journalist and another person.
While in the 20th century editorial texts were almost exclusively created for the print sector, online publications are much more important today. This is why aspects such as SEO (search engine optimization) and HTML formatting also play a major role in editorial texts.
In order for an editorial text to score on Google, it should contain the most important keywords from the context of the topic.

It has to be unique content.
The labeling of the individual elements (paragraph, heading, tables, lists, etc.) must comply with the current HTML standards.
Modern content management systems such as WordPress, Typo3 or Contao support the copywriters with the formatting tasks.

What are editorial texts?

The distinction between editorial and non-editorial texts is not always easy. Often there are also mixed forms. In any case, it is certain that advertising texts and press releases are not editorial articles.
Advertising texts serve to sell products or draw attention to a company. Ultimately, they should turn readers into customers.
A press release is also not an editorial text. Press releases are primarily used for a company's public relations work.
Editorial texts appear in print media (newspapers, magazines) and on the Internet, for example on news portals.
By the way: websites that do not sell products but primarily offer editorial content must also have an imprint. Only purely private pages are not subject to the imprint requirement.

Editorial texts or paid content?

The definition of an editorial text includes, in particular, the demarcation from paid content. Because in Germany, editorial content and advertising must be strictly separated from each other.
Advertising on the Internet comes in many forms:

  • Advertising banners, Google Ads ads
  • Articles published for a fee
  • Product reviews in which the reviewer received the product to be advertised free of charge from the commissioning company
  • Press releases offered to the media for publication
  • Advertorials, i.e. advertisements that are presented like an editorial contribution

If an editorial office's publications give the impression that they are covertly serving the private or business interests of third parties, this has a negative impact on its reputation. As a result, online or print media lose credibility. Therefore the principle applies:
A clear distinction must be made between editorial text and publication for advertising purposes. This separation must be clearly and unmistakably recognizable for the reader. The courts in Germany attach great importance to clear labeling. A hidden note such as "sponsored by" is not sufficient in case of doubt.

What is the style of editorial texts?

The line between editorial articles and advertising copy is becoming more and more blurred. Content marketing - that is, advertising with high-quality content - is somewhere between advertising and information. Social media Social media is also an important marketing tool today. Many articles on these platforms superficially meet all requirements for journalistic-editorial texts, but they ultimately serve advertising purposes.
News, reports and interviews each have different requirements for presentation.
The message
A message is primarily characterized by the 7 W-questions to which the reader will find answers in a good news text:

  • Who?
  • What?
  • When?
  • Where?
  • How?
  • Why?
  • Where does the information come from?


The art of a good news report is not to leave out any essential information and still keep the text short, concise and legible.
The report
A report deals with a specific topic that is not necessarily topical. In order to give the reader the feeling that he is there, the article should be written in the present tense if possible. Those who write pictorially make it easier for the reader to get an idea. The author should refrain from expressing his own opinion directly. It is important that the facts are verifiable and that the style ultimately always remains objective.

The interview
In an interview, it is important to reproduce the questions and answers exactly. The focus of working on an interview is preparation - above all, finding an interesting interview partner and questions that interest the reader.

Who writes editorial texts?

The answer is actually obvious: someone from your own editorial team. But the employees in your own editorial team are often overburdened. Often there is no editorial department at all in the classic sense, because many website operators create their editorial texts themselves. But they too often lack the time to create them.
One solution for the efficient and fast creation of texts is outsourcing: the commissioning of freelancers. Because an editorial text does not necessarily have to be created by an editorial team. It is sufficient if the article is written according to editorial criteria and the editorial team (or the operator of a website) is responsible for its publication.

Self-employed authors often work on behalf of editors. Freelancers are commissioned, for example, via direct contact or platforms on which copywriters offer their services.

Conclusion: the content counts

In comparison to other text forms, an editorial text is primarily characterized by the fact that it conveys content without pursuing advertising purposes. But even editorial texts today are primarily texts for the web and have to be adapted to the specific requirements of the network. Those who need high-quality journalistic-editorial texts that are convincing in terms of content and form rely on the work of professionals.