The issue of advertorials, editorial promotions and sponsored
editorial produced a lively debate among some of the magazine industry’s
best-known names at the Periodical Publishers’ Association conference in
London this week.
In a session titled, ’There is no such thing as a freebie’, Gill Hudson,
editor-in-chief at Dennis Publishing, warned ’it’s the covert stuff we
should be worried about’, rather than the approaches from the sales
teams that editors have misgivings about.
’Editors are very selective about what they believe compromises their
integrity,’ Hudson said. ’The lifestyle titles are all over the place on
this issue. Look at the pressure on glossies to puff up cosmetics and
Hudson went on to endorse advertorials as long as they kept to the PPA’s
guidelines. She claimed that, done well, they could enhance magazines
like her own, Maxim.
Lowe Howard-Spink has this week landed two accounts with combined
billings of pounds 16 million: the pounds 3 million Independent
newspaper business and the pounds 13 million account of the furniture
Lowes scooped the Independent following a pitch against Grey, Arc
Advertising, Walsh Trott Chick Smith and Griffin Bacal. The media
account remains with Zenith Media.
The Independent’s managing director, Brendan Hopkins, said: ’Lowes
addressed all of the issues. It identified how unique the Independent
reader is and how much currency there is and it underlined the position
we announced when we bought the newspaper eight weeks ago.’
Paul Hammersley, Lowes’ managing director, said: ’There is huge latent
good will towards the paper and the challenge is to deliver a newspaper
that lives up to that.’
Hopkins said that no decision had been taken on whether the advertising
would address the Independent and the Independent on Sunday as separate
entities, or treat the two titles as a seven-day operation.
Lowes’ widely anticipated appointment on Courts followed a pitch two
weeks ago against the incumbent, CDP, Bates Dorland and RPM3. Courts
announced the pitch in March.