ASME Prez: Blurring Ad-Edit Line Compromises Industry's Health
A report from the American Society of Magazine Editors annual board meeting.
NEW YORKâ€”Ad revenues are down. Headcount is down. Attendance at eventsâ€”including this oneâ€”is 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 Runnerâ€™s World and president of the American Society of Magazine Editors, at ASMEâ€™s annual board meeting Wednesday.
â€śIt has gotten more and more prevalent,â€ť Willey said of advertising on covers.Â â€śEven in this economy, ASME will continue to stand for its core principals."
â€śWhen brands and marketing become comingled, trust in our brands is compromisedâ€”as is the long-term health of our brands.
Added Willey: â€śThe future of our industry will not be determined by marketers.â€ť
During the panel discussion that followed ASMEâ€™s election of officers, talk turned to the economy.
â€śI hate to say it, but [magazine advertising] is never going to come back to anything of what it once was,â€ť said Allen Sloan, Fortuneâ€™s editor-at-large.Â â€śSince we pretty much give away our magazinesâ€”and they depend on print advertisingâ€”weâ€™re going to have to charge more for our magazines.â€ť
Said Sloan: â€śWaiting for the Lord of Advertising to come and save you just isnâ€™t going to work."