Recently, In Advertising
"There are things in there editors won’t like, and things in there that publishers won’t like," a Condé Nast editor tells AdAge about the company’s decision to formalize its native advertising policies.
An approximately 4,000-word internal document is currently circulating the company, AdAge reports, that “not only delves into advertising but also provides standards and practices around certain legal and privacy concerns, including how the company will handle consumer data.”
Condé Nast includes publications such as Wired, Vogue, The New Yorker and Vanity Fair among many others.
Other large publishers, such as Hearst (Cosmo and Esquire) and Time, Inc (Time, People and Sports Illustrated), are sticking to more general guidelines and making case-by-case decisions on native ads and their formats.
Meantime, Time magazine and Sports Illustrated are breaking a magazine industry taboo by selling advertising on the covers of their print editions.
As The New York Times notes:
[T]he Time and Sports Illustrated cover ads appear to violate the guidelines of the American Society of Magazine Editors, the influential trade group that awards the National Magazine Awards. The first rule in its guidelines for magazine editors and publishers is, “Don’t print ads on covers.”
"The cover is the editor and publisher’s brand statement," it says. "Advertisements should not be printed directly on the cover or spine."
That said, print newspapers such as the Financial Times and the Wall Street Journal run ads on their front pages, and ads on the home pages of magazine and news sites are pretty much the norm.
"You can either say this is a groundbreaking decision to put ads on covers after 91 years in the business," Norman Pearlstine, Time Inc’s chief content officer, tells AdAge, ”or you can say this is a relatively modest reference that catches up to what’s going on in the industry.”
We go with the latter with the caveat that it will be disappointing when our best magazine covers are covered in ads.
Image: Vintage Youtube by Moma, a Brazilian advertising agency, as part of a 2010 “Everything Ages Fast” campaign.