The Buzz

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After the American Society of Magazine Editors scolded The New Yorker ever so gently last week, The Buzz noticed some, like a certain Chicogoan, thought it had lost its teeth, and others used it as an opportunity to point out how archaic and out of touch the AMSE editorial guidelines are.

The Aug. 22 New Yorker and its 18 ad pages from Target Stores, many believe, demonstrated that magazines can serve advertisers well without compromising editorial independence. But Lewis Lazare, The Chicago Sun-Times columnist, pressed ASME to reprimand the weekly for violating the guideline that requires single-sponsor issues to include a note about it for readers. One of the punishments ASME holds out to dissuade members from violating its guidelines is to bar them from its coveted awards.

ASME's decision was to go easy on one of its top Ellie collectors , saying in a statement that while The New Yorker had broken the rules, it had promised to behave in the future and that it remained eligible for the National Magazine Awards. Mr. Lazare called the wrist-slap "a black mark" in ASME history. But several editors said the board found the infraction minor. And there are those that believe the guidelines don't really work anymore. ASME, better speed up revision plans.

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