This is an advertisement to tell you about how (and where) we are NOT advertising.

Native advertising= [When] paid advertising and promotional messages are embedded in media content so as to be at least partially hidden and sometimes invisible to media consumers.
*SOURCE: Jim Macnamara, Professor of Public Communication at University of Technology, Sydney.

The debate surrounding native advertising and the 'declining' integrity of news publications has been gaining momentum over the past couple of years. Critics are concerned about a number of issues highlighted by this media trend, 'the transparency of media sources' and 'editorial independence' are to name just a couple.

At Forkliftaction we believe that News articles should contain, well NEWS. Each week our team of independent journalists report on materials handling news from across the globe, covering industry developments, end-user stories, new technologies, products, corporate moves, safety information and market reports. They decide which stories make the news; they research information, conduct interviews and write original and informative articles.

Each week our advertisers submit banners, text advertisements and announcements that are laid out and prepared for publication. These items appear in the News editions clearly marked as 'advertisements'. Our opt-in subscribers, business people and experts in their field, use Forkliftaction to stay ahead in their industry. They look at the advertorials to keep informed of available products and services.

So funnily enough, this is an advertisement to tell you about how (and where) we are NOT advertising.

We are not advertising in your News articles. Why? Because it is our humble opinion that readers would like more NEWS in their News stories and if they are in the market for a new product or service, well they will know exactly where to find it.

Because in the long term it is the quality of our News that attracts our readers and in turn our audience who attract our advertisers.

Contact us: write to www.forkliftaction.com.

*SOURCE: Jim Macnamara, Professor of Public Communication at University of Technology, Sydney: 'Native advertising a media credibility crisis in waiting'.