Run of Press
A placement that appears alongside regular editorial content rather than in advertising sections.
Definition
Run of press (ROP) refers to content placement within the regular editorial flow of a publication rather than in dedicated advertising or sponsored sections. ROP placement gives content higher credibility as it appears alongside genuine editorial material.
The term originated in print advertising but applies to PR when distinguishing earned coverage from paid placements or branded content sections.
Why It Matters
ROP placement typically carries more credibility than section-specific or sponsored placements. Understanding placement context helps evaluate coverage quality.
The distinction between ROP editorial and sponsored sections matters for credibility assessment.
Examples in Practice
A feature story running in a magazine's main editorial well rather than a sponsored section.
ROP coverage being more valuable than equivalent exposure in advertiser-focused supplements.
Measuring not just coverage volume but placement quality including ROP positioning.