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Topic: Working at the Trade Pubs
| Author | Message |
| Rocky Mountain Writer | Posted – 7/22/2008 6:28:57 PM | show profile I recently accepted a job at a trade pub as their Senior Editor. First time working at a trade pub, but I'm very cozy with the subject matter. Today I was told by a sales exec to remove a mention (which is a significant portion of my article) of a competitor company and add some last-minute quotes from an advertiser he is courting. We go to press tonight. When I refused, the next call was from the publisher, who told me in no uncertain terms that I work for advertisers and the sales department, and that the office of unemployment was waiting for me next week if I didn't comply. We're not an agency and my direct report is the ME, who was out today. I left the article as is after calls placed to the potential advertiser (and my ME) were not returned. The sales exec literally just left my office screaming that he's going to have my job in the morning and that I cost him over $100,000 in advertising and other fringe (the trip to the Bahamas that the potential advertiser was going to give him). So I ask: I this the norm for trade pubs? Do writers really only write about advertisers? Has it really come down to who gives the most money gets to call the shots? This stop-the-press moment wasn't even for an advertiser, but a POTENTIAL advertiser. |
| dribbledrive1 | Posted – 7/22/2008 6:43:50 PM | show profile Depends entirely on the particular trade. I've worked for some that would do anything the advertiser wanted, and some that were just as meticulous as the NY times. I'd say get in tomorrow first thing and talk to the ME. Expect some closed door meetings, some about you, some with you. Decide how much crow you will be willing to eat. Hope for the best, but be prepared for the worst (being fired). And if you are fired, consider whether that was a place you wanted to work anyway, --So I ask: I this the norm for trade pubs? Do writers really only write about advertisers? Has it really come down to who gives the most money gets to call the shots? This stop-the-press moment wasn't even for an advertiser, but a POTENTIAL advertiser.-- |
| mkelly | Posted – 7/22/2008 7:17:47 PM | show profile Start circulating your resume now. That's not to say you're going to get fired (I don't know that you will), or that you should resign on some grand moral principle (I don't know that you should). Circulate your resume because these guys are desperate. Not only can you do better-- and you probably can, because many trade pubs do NOT operate this way-- but you'll be at real risk for going over the side when things get worse. The sales director and the publisher are setting a very troubling tone. Even if this isn't a sinking ship right now, it's a poorly designed and operated one right now. Those are the ships that go down first, fastest, and easiest in rough times. So look elsewhere for a better employer. I'm also especially disgusted that the sales exec is taking a freebie trip from an advertiser. If I were the publisher, I'd fire him-- he works for me, not the advertiser. I'm supposed to be giving him bonuses and trips and that stuff. This situation just stinks all around. You already know where the end will be-- why waste time strolling down the road to get there? |
| mkelly | Posted – 7/22/2008 7:22:51 PM | show profile And might I add... Where the hell was the ME? He has a new employee filing last-minute changes on deadline? Jesus that's dumb. You shouldn't be left on your own so soon, and a good ME would know that. Sometimes a little mistrust, micro-management, and lack of faith in others' abilities really does go a long way. |
| abqwriter | Posted – 7/22/2008 8:32:08 PM | show profile I write for a trade pub and the editor and publisher have very distinct differences between areas of the publication which are straight stories and those that are subsidized by advertisers. There are a couple of features a year which are highly coveted and bid on by those covered in the publication. Those features MUST get the approval of the advertiser, but they also have in fine print along the top of the page that it is a special advertised section. The rest of the publication is in no way dictated by the advertisers. I've used competitors for quotes and had trade experts warn against certain products which are advertised in that publication. My editor has never touched those quotes, although he did make sure that the negative comments were attributed to the expert. I'm curious to see how others weigh in, but I personally don't blame you at all for how you reacted. I'm not sure I'd want to continue working for them under those conditions, but maybe I'm wrong. |
| WriteMore | Posted – 7/22/2008 8:38:12 PM | show profile I've worked at some trade pubs that kept advertising and editorial separate. However, in this advertising market, I think a lot of people are letting those rules slide. I was told recently that advertising and my mag are in trouble and that we have to do everything we can to help. This came from the editor and the editor's boss, who said we have to do this to keep our jobs. I don't think they have used the word "desperate," but that is certainly the vibe I'm getting. All of our editorial plans are focused on whether the stories will generate advertiser interest. They're also hinting that we will have to write advertorial copy, and they don't seem to understand why that is a bad idea. Of course, I'm looking for a way out, but I can't afford to quit without another position and there aren't many options available at my level. I can't risk getting fired for not being a team player, but this isn't what I signed up for. I think a lot of us are in this boat, and it will get worse before it gets better. Sorry to sound so cynical, but I just had an "editorial" meeting that was entirely controlled by the sales staff. |
| Astera | Posted – 7/22/2008 9:15:05 PM | show profile I don't think sales execs and potential advertisers should determine content, but honestly, at some trade publications, the line between advertising and editorial is very, very thin, if not non-existent. I worked (briefly) at one trade magazine where it was clear that everything the editorial team did was supposed to help the sales team profit in some way. We had to put any company we interviewed or any supplier that we listed into a database that the sales team would then use to sell more ads. Maybe that's not a big deal, but I didn't see why the sales team couldn't create their own database. We also had to compile reports of new construction projects that were accepting construction bids, and the sales team would then sell that information to contractors or other vendors in our database. We wrote some original content, but the publisher also saw no problem with Googling a certain subject and then plagiarizing other articles. When I pointed out that we couldn't just run an AP story word-for-word unless we had a wire account, the publisher just shrugged and asked who would know the difference. The point is that some trade publications are shady. Others are highly reputable. If you're uncomfortable with a directive to write only about advertisers or potential advertisers (and I wouldn't blame you if you're uncomfortable), then it doesn't sound like this magazine is the place for you. There are plenty of other trades that do have a more traditional separation between advertising and editorial, though. |
| Arlette | Posted – 7/22/2008 11:01:25 PM | show profile Is this one of those "pay for play" publications? Do they "profile" companies and call all their vendors to fund the story? There are a bunch of those out there, and if this is one of those publications, you'll hear this every issue. I'm an AD at a PR firm and we steer clear of them because it just makes bad will with their vendors, who feel obliged to pony up. Some of those publishers are RedCoat Media, Schofield Publishing, Conquest, and new skeeves on the block White Digital Media and SayOne Media out of England. Good luck - if it's not a profile book then it's probably just the business. |
| DQ102 | Posted – 7/23/2008 10:08:08 AM | show profile This is not the norm for major trade pubs. I have written for several, and I have never been told to write about a particular client nor had any contact with a sales rep. If this is how this place operates, you need to get out, so I would get my resumes out there. |
| sophiesMOM | Posted – 7/23/2008 11:13:55 AM | show profile agree with other posters here. this is not the norm. i worked for a very reputable trade pub for 8 years and this never occured. in fact there was such a chinese wall b/w edit and sales that once, when i got a call from a newbie salesguy to ask for my help with an advertiser he was having trouble selling to, i reported him to my boss, who complained to the publisher who reprimaned the salesguy about it. i don't think he lasted too long. another time, when i was writing a VERY sensitive story about a major advertiser, i was backed up all the way by our EIC, even though he was getting pressure from the chairman of the company....not to kill the story but just to make damn sure all the facts were right. |
| WriteMore | Posted – 7/23/2008 12:33:33 PM | show profile I agree that not all trade pubs are like this. I work for an association publication, so we're getting pressure to increase sales from the association management and the board. None of these people have publishing backgrounds, so they don't understand ethics, and they don't read media trade pubs, which would help them understand that everyone is suffering from this major advertising downturn, and implementing knee-jerk editorial/sales policies will not solve the problem in this economy. Other association pubs I've worked for were run by a publishing department that didn't get marching orders from the association. They were run like publishing companies, and they were more financially successful than the place I'm working now. Ironically, my current employer pays better. It seems that the more money I make, the worse the publication/management are. This would be a good time for a career change if I knew how to do something other than write and edit. I think I'll run out and buy some lottery tickets. |
| Rocky Mountain Writer | Posted – 7/23/2008 1:31:43 PM | show profile It took me 9 months to get this job. I took it after declining a job at another trade that did the very same thing. I made it clear to the ME that I didn't want to be chained by advertisers. She assured me that it was not, gave examples. Then management changed suddenly and all of the veterans employees were axed in lieu of superstar 20-somethings. My ME is now doing housecalls with the sales staff (double team: sales pitches to the advertiser and goes out for drinks, etc. while the ME writes copy and handles a photo shoot). Sales took over the editorial meetings and our new directive was to "throw our advertisers some good press because they are really hurting." A deal was made overnight. The sales exec who threatened me got his girlfriend to write new copy, which was not edited. My copy was trashed, my sources burned. The presses were indeed stopped last night, and the new story was inserted, all on the direction of the publisher. My ME, who was called home early from her biz trip with an advertiser, has a meeting with the pub today to discuss editorial's "attitude." I'm too old for this bullshit melodrama and this shady bait and switch. I'd be happy to help an advertiser make money, but not at the expense of integrity. That's what PR is for. Clearly being unbiased has gone the way of the VCR: extinct. |
| WriteMore | Posted – 7/23/2008 2:27:32 PM | show profile I'm sorry you're going through this, Rocky. It's easy to advise you to leave, find another job, etc., but it is not easy to find jobs where your skills will be respected. And, of course, we all need a certain amount of money to keep us afloat. Integrity doesn't pay the mortgage. I'm in the D.C. area, where job ads often ask for editorial experience of at least 3 years. I have nearly ten times that, and many publishers don't care enough about quality and skill to pay people like us. It's a reality in our industry. However, short of leaving the industry, I don't know what we can do except hang in there and try to find a better position. Threatening to quit won't do any good. They'd just fire us and replace us with someone who's so inexperienced that they won't recognize the ethical violations. Good luck. I hope you can hang on until you find a better situation. |
| mkelly | Posted – 7/23/2008 2:53:08 PM | show profile >>Then management changed suddenly and all of the veterans employees were axed in lieu of superstar 20-somethings. I'm not intending to give you a hard time, but as soon as that happened, you really should have known better. The proper attitude to have at that point is to say, 'as long as my paycheck clears, feel free to do whatever you like.' And, as always, be circulating your resume and don't bother listing this particular employer. |
| sophiesMOM | Posted – 7/23/2008 3:17:20 PM | show profile this sounds rather surreal, almost to the point of comical. in any event, let's remember that this is not entirely the domain of the trade press. consumer mags manipulate editorial all the time to favor advertisers...women's/fashion mags being the biggest offender. |
| beenthere | Posted – 7/23/2008 4:40:23 PM | show profile **When I refused, the next call was from the publisher, who told me in no uncertain terms that I work for advertisers and the sales department, and that the office of unemployment was waiting for me next week if I didn't comply** This pretty much says it all. If you are asked to do something by the publisher and then refuse, be ready for the consequences. I can't even IMAGINE refusing to comply with the publisher's request and stopping a press run??? It's employment suicide. Trade mags can run under different business models and even the advertisers--who are the readers, let's be honest--understand the deal. There seems to be a complete misunderstanding that they are acting unethically. If everyone knows this is the deal, i.e., buy ads get print, where is the deception? If you do not want that business model, don't work there. I also would not mention to your future employer why you were let go. It will be a fully legitimate reason not to hire you--ignoring direct orders from the guy that runs the place. Yikes. All I can sy is good luck. |
| dribbledrive1 | Posted – 7/23/2008 6:13:48 PM | show profile First, I'd say take a deep breath. None of us like it when things change to our detriment, but apparently things have changed at your magazine. What the ME told you in the initial interview doesn't matter anymore. The fact that you took this job over another based on certain expectations doesn't matter at this point. If you want to leave the job because of the changes, that's your call. But if you want to stay, you won't help yourself by acting or determining what's fair based on how things used to be. I doubt the ME, for example, really wants to be going on sales calls with a rep -- but that's the new reality if your magazine. --It took me 9 months to get this job. I took it after declining a job at another trade that did the very same thing. I made it clear to the ME that I didn't want to be chained by advertisers. She assured me that it was not, gave examples. Then management changed suddenly and all of the veterans employees were axed in lieu of superstar 20-somethings. My ME is now doing housecalls with the sales staff (double team: sales pitches to the advertiser and goes out for drinks, etc. while the ME writes copy and handles a photo shoot). Sales took over the editorial meetings and our new directive was to "throw our advertisers some good press because they are really hurting." A deal was made overnight. The sales exec who threatened me got his girlfriend to write new copy, which was not edited. My copy was trashed, my sources burned. The presses were indeed stopped last night, and the new story was inserted, all on the direction of the publisher. My ME, who was called home early from her biz trip with an advertiser, has a meeting with the pub today to discuss editorial's "attitude." I'm too old for this bullshit melodrama and this shady bait and switch. I'd be happy to help an advertiser make money, but not at the expense of integrity. That's what PR is for. Clearly being unbiased has gone the way of the VCR: extinct.-- |
| lexylady | Posted – 7/25/2008 7:22:14 PM | show profile | email poster working at trade pubs I agree with Arlette. One publication I worked for was so cut-throat with company vendors, I used to find myself in the uncompromising position of having to spin a diplomatic story to placate the folks at companies who were having their vendors complain to them. I eventually left this publication in the dust - it just isn't worth it - they get heavy-duty bucks for their flashy ads - but pay writers poo. I found out writers were not their most valuable asset - it was their sales people - writers to them were/are anyone who can fog a mirror and happens to be carrying a pencil! |
| Beethoven | Posted – 10/2/2008 12:53:24 PM | show profile PR companies I have heard that PR companies dont like such publications because they offer their clients FREE what PR agencies charge a hefty fee for. Personally speaking, I wouldn't bother with either, most PR agencies are pretty skeevy in their own right & I wouldn't deal with them either. I'd prefer to source my own PR rather than to use a PR agency,speaking as someone who's seen both sides of the coin. |
| WordyBird | Posted – 10/2/2008 6:03:12 PM | show profile No, that is not normal for trade pubs across the board, Rocky Mountain Writer. I think pretty much all trade pubs consider their advertisers to some degree, and certainly more than regular glossies and newspapers do, but there are varying degrees of editorial independence as well. Sounds like that sales exec is a bit of a braying jackass, though. |
