ADVERTISEMENT



Product Placement in Magazines: No Longer an Ethical Issue?

'Are you holding onto something your audience isn’t holding onto anymore?'


Joanna Pettas By Joanna Pettas
02/21/2008 -14:34 PM






It used to be that talk of product placement in magazines would elicit a scary backlash from church-state fundamentalists. Not so much anymore.

In a working group devoted to marketing and brand development today at the FOLIO: Publishing Summit, many seemed to think the issue has gotten beyond whether or not it’s a church-state violation—it’s not longer a question of do or don’t but more like when and how.

“I think it will come. It will have to,” said Kevin Hyson, executive vice president, CMO, of American Media.

“There may be a place for product placement,” said Hank Boye, publisher of Harvard Business Review and co-moderator of the working group, but only after careful examination so that the brand and editorial reputation are not compromised.

Jeff Pedone, director of e-mail marketing at ALM Media, asked the group if the church-state issue with product placement is an internal one. “Are you holding onto something that your audience isn’t holding onto anymore?”

Janet Ludwig, president of Allured Publishing and working group co-moderator, said a lot depends, of course, on the audience. “In b-to-b, you really have to protect your credibility. It’s our lifeline.” When a product appears in the midst of content, she said, “a reader needs to know if that’s been paid for."

RELATED LINKS





Joanna Pettas By Joanna Pettas --

Post Comment / Discuss This Blog - Info/Rules


RECENTLY in FPS 2008 dots icon

MOST READ on FOLIOdots icon

FOLIO: Alerts & Newslettersdots icon

Sign up for our news alerts, special offers & feature updates:



FOLIO: Alerts
Breaking news & industry updates

FOLIO: Publishing Technology
The Latest on Trends, Issues & Products (2x Monthly)

FOLIO: Special Promos
Special offers & announcements from Partners, Sponsors & Red 7 Media

FOLIO: Update
Webinar, content & service feature updates



CONNECT WITH FOLIO: NOW
         


CAREER CENTER dots icon