Paying for exposure

When Questar Corporation went looking to drum up market support for its $2 bn capital improvement program, the Salt Lake City-based oil and gas giant chose to advertise the mammoth undertaking in a magazine. No, not in a display ad, but in a beefy article prepared under a marketing strategy perhaps best called 'paying for exposure'. Paying for exposure takes companies one step beyond traditional advertising with, for example, a souped-up corporate profile that often looks, reads and feels