The best replacement for editorial is article.

The best alternatives to editorial are rated as following:
★★★★★  article
★★★★  advertorial
★★★  advertising
★★★  opinion
★★  op ed
★★  commentary
★★  letter to the editor
★★  column
★★  commercial use
★  opinion piece
★  byword
★  news article
★  opinion articles
★  essay
★  opinion column
★  opinion news
★  feature article
★  high fashion
  news
  argumentation
  op-ed
  feature
  drafts
  pythonista
  commercial modeling

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Google Trends

Scale is based on the average worldwide traffic of editorial in all years. Click on graph for more.
editorial
article
advertorial