Magazine "Church and State Separation" Business Model No Longer Makes Sense - Steve Blacker - MediaBizBloggers

Men39s Health Magazine recently included a cover mention for Calvin Klein Jeans crediting the designer for the line worn byamp160its cover model Is this simply a smart editorialreader service or is it the start of selling cover mentions to advertisers Here39s nine reasons it should be the latter1 It is a definite reader service as it is only natural that readers would be curious as to whose brand the cover model is wearing According to David Zinczenko the editor in chief of Men39s Health the magazineamp160has been including credits on its cover for more than a yearamp160for such advertisers as Adidas and Patagonia2 The only fault I find is that the mouse type thatamp160mentions Calvin Klein is difficult to read Selling editorial creditsamp160within a magazine has been common place for most beauty fashion and home decorating magazines for quite some time3 Rather than force the reader to hunt for the credit lines of what a model is wearing or their makeup on a cover it makes good sense and is a reader service toamp160provide that information on the coveramp160through a readable cover line4 If this service becomes part of a promotional package that an advertiser buys into there is no problemamp160nor great conflict of interest What the cover model wears oramp160what makeupamp160they useamp160is just one part of a total cover package A smart editorand David Zinczenko is certainly that will not compromiseamp160his cover as it is their single most important promotional tool for newsstand5 Magazines need to wake up and become even more promotionally geared to affiliations with TV shows advertisers and anything else that can gain them more readers and advertisers TV shows have been doing this since their inception And product placement within a movie is now no big deal6amp160According to David Zinczenko quotThere was no quid pro quo with Calvin Klein Nor has there ever been with any advertiser for an oncover mentionquot Neither Adidas nor Patagonia advertised in the magazineamp160Maybe that39s the real problem Why not sell this opportunity to advertisers who would normally qualify to be featured as part of the cover7 Magazines need to come up with new ways to involve advertisers editorially both within the magazine on Web sites and any other platform that exists The editor can make sure that quality standards are maintained8 The lines between editorial and ad sales the old church and state business model no longer makes sense Viewers and readers could care less they just want a vital product that either informs or entertains them9 Good Housekeeping has been using its quotseal of approvalquot to sell ad pages with for quite some time As long as the product passes its tough test lab standards an advertiser can use the Good Housekeeping Seal in their promotional efforts when they buy a certain number of ad pages Other magazines ought to look to develop similar opportunitiesSteve39s new book You Can39t Fall Off The Floor The Insiders39 Guide to ReInventing Yourself and Your Career chronicles his 50 year career working for over 25 different companies with 189 lessons learned and insider tips from Gayle King Cathie Black Chuck Townsend and 28 others Blacker is still going strong today as a partner in Frankfurt ampamp Blacker Solutions LLC His web site is blackerreinventionscom and email address is blackersolutionsaolcomRead all Steveamp8217s MediaBizBloggers commentaries at Steve Blacker MediaBizBloggersCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBlogger

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Magazine "Church and State Separation" Business Model No Longer Makes Sense - Steve Blacker - MediaBizBloggers

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