ASME Prez: Blurring Ad-Edit Line Compromises Industry's Health
A report from the American Society of Magazine Editors annual board meeting.
NEW YORK‚ÄĒAd revenues are down. Headcount is down. Attendance at events‚ÄĒincluding this one‚ÄĒis down.
Even entrees to the National Magazine Awards, which will be presented here on Thursday night, are down.
And pressure from advertisers on magazine publishers to blur the line between advertising and editorial is way up.
Yet, even in this economy, succumbing to that pressure would be a mistake, said David Willey, editor of Runner‚Äôs World and president of the American Society of Magazine Editors, at ASME‚Äôs annual board meeting Wednesday.
‚ÄúIt has gotten more and more prevalent,‚ÄĚ Willey said of advertising on covers.¬† ‚ÄúEven in this economy, ASME will continue to stand for its core principals."
‚ÄúWhen brands and marketing become comingled, trust in our brands is compromised‚ÄĒas is the long-term health of our brands.
Added Willey: ‚ÄúThe future of our industry will not be determined by marketers.‚ÄĚ
During the panel discussion that followed ASME‚Äôs election of officers, talk turned to the economy.
‚ÄúI hate to say it, but [magazine advertising] is never going to come back to anything of what it once was,‚ÄĚ said Allen Sloan, Fortune‚Äôs editor-at-large.¬† ‚ÄúSince we pretty much give away our magazines‚ÄĒand they depend on print advertising‚ÄĒwe‚Äôre going to have to charge more for our magazines.‚ÄĚ
Said Sloan: ‚ÄúWaiting for the Lord of Advertising to come and save you just isn‚Äôt going to work."