Start with what a sponsored feature actually is
A sponsored feature in our magazine is an editorial piece about a local business or venue, written by one of our writers and always labelled as sponsored at the top of the page. Readers see it for what it is, and that honesty is the reason it works. If you are expecting an advertisement dressed up as a news story, this is not that, and it is better to know before you go further.
I am the staff photographer, so I tend to see these features through the pictures first. When a business owner asks me what to think about, I give the same answer: decide what you want a reader to understand about your place after five minutes with the page. A feature is a conversation with a curious stranger, not a sales sheet. Settle that question before anything else on this list.
Read a few of our existing features with a sceptical eye. Notice how they sound, how long they run and how much room is given to the people behind the counter. If that style suits you, carry on through the rest of the checklist.
- The piece carries a clear sponsored label
- Our writers shape the story, not the business
- Readers are curious adults, not shoppers in a hurry
Questions to ask yourself about your business
Start with the plain facts. Is your place open to the public, privately run and ready to welcome visitors in the coming weeks? A feature introduces you to new readers, and it works best when someone who walks in after reading finds the doors open and the staff prepared. Mid autumn is a good time to think about this, since many places are adjusting hours and menus for the colder months.
Next, ask what is genuinely worth telling. A bakery that has kept the same oven for years, a bookshop with a back room for local authors, a small theatre with a loyal audience: these are the details a writer can build on. If you struggle to name two or three such details, talk with your staff and regulars. They usually remember what you have stopped noticing.
Finally, be honest about how much attention you can give. A feature needs a visit from a writer and often a separate visit from me, and both take part of a working day.
- Is your place open to visitors right now?
- What two or three details would surprise a newcomer?
- Who on your team can spend time with the writer?
What to settle about the writing and the photographs
Agree early on how the text will be handled. In our practice the writer produces the piece, you may check it for factual mistakes such as spellings, hours and addresses, and the editor makes the final call on tone and structure. You do not approve every adjective, and a feature that reads as flattery would not serve you or the reader. Ask us to explain this plainly before you commit.
Photographs deserve their own conversation. I work mostly with natural light and everyday scenes, so I prefer to come when the place is doing its normal work rather than staged for the camera. Think about the best time of day, which corners are tidy enough, and whether staff and customers are comfortable appearing in pictures. People should always be asked first.
Ask, too, how the images will be used. Clarify whether they appear only in the feature or whether you may share them elsewhere, and get the answer in writing.
- Who checks facts, and who has the final word on wording
- Best hours for photographs in natural light
- Permission from anyone who will appear in a picture
Cost, ordering and paperwork
Ask for the price in Canadian dollars, and ask exactly what it covers: the writing, the photography, the length of the piece and how long it stays on the site. Our Prices page sets out the figures and what changes them, so read it before you write to us. A fair quotation names every item, leaves nothing to assumption and shows no pressure to decide quickly.
The process is straightforward. You send an enquiry through the contact page, we reply with a written quotation or confirmation, and an invoice follows, payable by bank transfer. Nothing is bought on the website itself. Keep the written quotation, because it is the reference for what was agreed if either side has a question later.
Check the payment and refund policy as well, particularly the part about cancellations. Know the point after which work has begun, and ask whether anything remains unclear.
- Written quotation listing every included item
- Invoice paid by bank transfer
- Cancellation terms read before you confirm
Preparing for the visit itself
Once you have decided, a little preparation makes the visit far more useful. Write down the dates and milestones you are proud of, but keep them honest and modest. Gather the names of two or three people the writer might speak with, such as a longtime employee, a supplier or a regular customer. Their words often give a feature its warmth.
Tidy the places where we will spend time, but do not erase the character of the room. I would rather photograph a worn counter with a handwritten sign than a spotless one that looks like every other. Mention anything that might surprise us, such as a noisy delivery hour or a corner where the light is awkward.
Be ready to answer questions you have not been asked before. Writers are curious, and the best features come from a candid answer to something you had never thought to say aloud.
- Names of people the writer may speak with
- A rough list of milestones, kept modest
- Notes on quiet and busy hours
After publication: what to expect and what not to
When the feature goes live, read it with the same care you gave the rest. Report any factual slip promptly and we will correct it. Beyond that, keep expectations realistic. A feature introduces your place to readers who might not have heard of it; it does not guarantee a queue at the door, and we do not promise results of that kind.
Share the piece with your regulars and staff, since they are often its best audience. Some owners print it for a noticeboard, and that is a perfectly good use. Remember that the sponsored label stays in place, and the story remains part of the magazine for readers to find.
If you enjoyed the process, you may find that the picture of your own place has changed a little. Seeing it through a stranger's eyes can be a quiet pleasure and a useful reminder.
Deciding on a sponsored feature does not need to be hurried. Work through the list: be clear about what a feature is, know what is worth telling, agree who handles the words and pictures, read the price and terms, and prepare your team. If it still feels right, write to us through the contact page and we will take it from there, one plain step at a time.