How does a dental practice generate its own news when local media won't cover them? By creating an advertorial and paying to run it. Local newspapers will rarely cover routine dentistry, so most practices give up. The workaround is paid placement: hire a freelance writer to produce an article about a specific procedure or aspect of the practice, then buy the ad space and run it in interview-style format. Most papers will require an 'advertisement' disclaimer at the top. Most readers will not read the disclaimer carefully and will treat the content as news. The piece carries third-party credibility even though [...]