The American Society of Magazine Editors (ASME) has undertaken its first major guideline revision in a decade. According to Ad Age, the new guidelines remove the previous policy discouraging the sale of cover (front page) advertising space. Regarding ad production, the rule "Do not request it from editors" has been revised to simply state, "Editors should not simultaneously handle ad production and reporting for the same advertiser." This softens the norm while maintaining the core principle of "not deceiving readers."
Amidst consumers' shift away from print and toward digital media, magazine publishers face fierce competition from digital-only outlets. Consequently, advertising budgets—a major revenue pillar—are also shifting toward digital platforms. Despite losing eligibility for the ASME-sponsored National Magazine Awards if they fail to comply with the guidelines, major magazines such as Time and Forbes began selling cover advertising space last year. Furthermore, two major magazine publishers, Condé Nast and Hearst, appointed advertising production teams consisting of their own editors.
Robin Steinberg, senior vice president of MediaBest, an advertising space purchasing agency, expressed his expectations, saying, "We have moved away from unreasonably strict rules and broadened the scope of the guidelines. With these shackles removed, it will be possible to create more interesting, innovative, and creative content on various platforms, including publications."
Source: Ad Age
Magazine Trade Group Overhauls Advertising Guidelines
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