DIARY: National Geographic knows what's needed

Do you have some fancy new press ads that you're pretty pleased with? Are you fed up with the attitude of the magazines that carry them?

Do you wish they wouldn't crowd your beautiful work with all this content nonsense? Well, National Geographic might be the title for you.

Because the people there really care about display ads. So much so, they're willing to send them direct to the subscribers, minus the wretched inconvenience that is the rest of the magazine.

If you want proof of its commitment to ad revenue, then read this recent customer mailing:

"Dear member. National Geographic magazine has always prided itself on providing the highest quality journalism or reporting to our members. For 22 consecutive years, you have enjoyed seeing the 'Wildlife As Canon Sees It' advertisements in our magazine and in April the ad did not appear. We sincerely apologise for this error and have sent along a reprint of the ad that was missed."

We should think so, too! Can you imagine how pissed off National Geographic's subscribers would have been when they sat down to read the April issue, only to find that the Canon ad they'd been so heartily looking forward to seeing was absent? And can you imagine the intense relief they felt when they were belatedly reunited with the missing ad?

On the other hand, maybe it's possible that National Geographic's readers don't give a monkey's whether there's a Canon ad in their mag or not.

Just a thought.