We determined that promotional material would fall flat with the audience if it didn’t provide something they found valuable — no one appreciates unsolicited sales messaging. After some brainstorming, we decided that the best approach was to write the articles in terms of a first-person recommendation, making the tone more personal and less like a straightforward promotion.

Making good on the promise that the articles would provide credible information required watching the new titles, and speaking with both advertising partners about what their fans would find most interesting about them. Afterward, these advertorials were written and incorporated into the newsletter, styled similarly to other features.