65% OF READERS BELIEVE MAGAZINES SELL EDITORIAL PLUGS
Study Finds Widespread Cynicism About Editorial Integrity
AUTO GIANTS PUSH HARDER FOR MAGAZINE PRODUCT PLACEMENT
Marketers Want to Buy 'Contextual' Inclusion in Editorial Content
GM MEDIA BUYING EXEC EYES MAGAZINE PRODUCT PLACEMENT
Comments Spark Sharp Debate at Publishers Conference
PRESS GROUP ATTACKS MAGAZINE PRODUCT PLACEMENT
Wants ASME to Affirm Ban on Commerce/Content Mixing
MARKETERS PRESS FOR PRODUCT PLACEMENT IN MAGAZINE TEXT
Call for End of Strict Separation Between Advertising and Editorial Content
ASME BATTLES PRODUCT PLACEMENT IN PRINT
Editors Field Increased Complaints About Blurred Editorial-Advertising Line
The substance of the changes, however, are largely just tweaks to the existing framework. Like the old guidelines, the new rules call for advertising that resembles editorial copy to be labeled in some way to prevent reader confusion. The new rules, however, add the option of labeling such pages “promotion” in addition to the old standby, “advertisement.”
ASME also gave a little to advertisers and publishers by grudgingly accepting sponsorship of non-recurring editorial features like special issues and inserts as long as they are clearly marked as advertising. The guidelines continue to forbid sponsorship language attached to regular features in magazines’ standard issues.
Magazines test guidelines
Now that the new guidelines are in place, ASME faces a fresh test of its influence. Sporting News, for example, regularly flouts the sponsorship prohibition by touting advertisers’ support of specific articles and items. Inside TV has ignored ASME’s prohibition of sponsored content since the magazine debuted this year. Whether there is any practical penalty, other than exclusion from consideration for the Magazine Publishers of America’s annual magazine awards, remains in doubt.
In a panel on paid brand integration, Mr. Whitaker said magazines should nurture and enforce transparency as a core value. "Consumers demand it and they punish you if you don't deliver," he said.
Mr. Whitaker was characteristically cool in his delivery on the new guidelines. "ASME is hoping to continue to be the conscience of the industry," he said, "without giving everyone a headache."