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Topic: ethics/cover question
| Author | Message |
| kathyimlost | Posted – 3/24/2008 11:40:12 AM | show profile I work for a small regional magazine. Our EIC has asked the creative team to work with an advertising agency for our covers. He wants the ad agency to concept and build the covers (with input from the creative department). This whole thing strikes me as shady, but what I am trying to figure out is if it's also a breach of ethics. ASME's guidelines don't say. Any thoughts? |
| dribbledrive1 | Posted – 3/24/2008 1:11:52 PM | show profile I don't see that it's inherently shady in this. A magazine cover is primarily a big ad to sell the magazine at the newspaper. The EIC may simply think you guys neep help in creating catchy covers that will sell |
| skootch | Posted – 3/24/2008 1:18:23 PM | show profile ethics/cover I agree that's a little unsettling. I recently resigned from my job as editor of a small regional publication because not only did the parent company decide to promote advertisers on its cover but actually sell it as advertising space. Definately unethical. In your situation however, I think the ASME guidelines are clear about not promoting an advertiser on the cover and I'm guessing perhaps you also have a small staff. Is that why the cover concept is being outsourced? An ad agency with a great creative team could get the job done...but I would be apprehensive that unless they understand the ASME guidelines they might cross a line and conceptualize something that comes across like an ad or features one of their clients. I'd maybe ask someone at ASME. |
| seeattleme | Posted – 3/24/2008 1:19:08 PM | show profile hmmmm. I don't know. I see nothing wrong with hiring ad agency people to work on a cover, but they work FOR the ad agency? That seems fishy. I would call someone at ASME or ask someone at Columbia Journalism Review. |
| kathyimlost | Posted – 3/24/2008 1:53:17 PM | show profile Yes, we're a really small staff -- only 4 of us in the editorial department. I'm sure the idea is that we need to punch up our covers, which I can appreciate. Outside minds can add a critical eye and new concepts, which are good things. The cover sent my warning bells off because this ad agency has also redesigned our FOB sections. It seems like the EIC takes whatever the agency says as gospel, without really even talking to our creative team about their ideas. There are also plenty of ads for the agency itself and the agency's clients throughout the book. In premium spots, of course. We're in a town that doesn't truly understand the line between ads and editorial. Daily, our editorial staff gives lessons about why you can't buy cover space. Contacting ASME or CJR is a great idea. Thanks for your input! |
