Editing Publishing (section)

===Advertising===
Advertising can provide income or a subsidized income for publishers. If the advertising has a [[return on investment]] (ROI), the publisher can boost income exponentially by increasing the spending. An ROI of up to £10 per £1 invested is possible, as seen in the John Lewis & Partners [[John Lewis Christmas advert|Christmas campaigns]].<ref>{{Cite web |title=John Lewis & Partners and Waitrose & Partners launch first-ever joint Christmas TV Advert, 'Excitable Edgar' |url=https://www.johnlewispartnership.co.uk/media/press/y2019/jl-and-wr-launch-joint-christmas-tv-advert.html |archive-url=https://web.archive.org/web/20230301222551/https://www.johnlewispartnership.co.uk/media/press/y2019/jl-and-wr-launch-joint-christmas-tv-advert.html |archive-date=1 March 2023 |access-date=1 March 2023 |publisher=John Lewis & Partners}}</ref><ref>{{cite web |url=https://ipaeffectivenessawards2020.awardsengine.com/winners/view_awards_entry.cfm?id_entry=100184 |title=John Lewis Christmas Campaigns |access-date=16 February 2023 |archive-date=16 February 2023 |archive-url=https://web.archive.org/web/20230216214335/https://ipaeffectivenessawards2020.awardsengine.com/winners/view_awards_entry.cfm?id_entry=100184 |url-status=live}} (last checked 2023-02-16).</ref> Likewise, any cost savings that harm the customer/consumer experience can impact a brand in the long term. [[Multichannel marketing]] can be more cost-effective in creating an immersive experience that cannot be replicated with one channel. For example, when considering marketing spend, a shop with a small margin (or none at all) compared to a website is very cost-effective because it acts as a huge billboard that offers a browsing experience that enables consumers to make purchasing decisions. It gives them a feel for the brand, has a presence in the community, and creates jobs. Also, using social media publishing to advertise has a good ROI if trending, high-quality content is created that reflects positively on the brand.