Next message: Rich Werner: "TWL: DIY boat magazine"
Arild
Where do I subscribe to Canadian Boating magazine?
----- Original Message -----
From: "Arild Jensen" <>
To: "Ken Rowe" <>; <>
Sent: Sunday, August 03, 2003 10:44 PM
Subject: TWL: RE: Advertising ( was: Passagemaker Magazine)
> -----Original Message-----
> From: Ken Rowe [mailto:]
> Subject: Advertising ( was: Passagemaker Magazine)
>
>
> Arild seems to know a great deal about DIY magazine editorial and
> advertising practices and the motivations of its editor. I have no
> particular insight regarding this publication, other than having read it
and
> having observed that the solutions featured in each article invariably
> happened to be products offerred by companies advertising in that issue.
>
>
> REPLY
> I guess an explanation is in order.
> Jan Mundy was editor for Power Boat magazine when I was doing regular
> columns for them.
> When she quit to start her own magazine (DIY) she naturally asked me to
> contribute to the new magazine which I did for a time.
> Whenever I see her at a boat show she always asks me if I could find
time
> to write something new.
> So while we are acquainted we are not close friends.
>
> When I speak of her integrity I think back to a time when she asked me
to
> do an article but at the last minute cancelled it to make room for another
> article.
> To her credit she still paid for the article although she was not
legally
> obliged to do so. And she paid a fair price for the work.
> Typically editors pay only on publication of an article, not when it is
> submitted.
> We also discussed topics suitable for publication and this is how I
found
> out how they planned articles and advertising well in advance.
> Jan routinely asked contributors to give her a list of companies that
deal
> in or manufacture the exact or similar products as mentioned in the "How
To"
> articles. She also likes to let the readers know when several
competitive
> brands are available and if possible get each to advertise.
>
> The distinction being that the "How To" article is written from the
> perspective of the installer or user, warts and all.
> The advertiser is free to place an ad which only presents the
> manufacturer's point of view.
>
> I can't say this is still true but I have in the past seen articles
> which did mention some negative aspect to using some products.
>
> However it doesn't make a lot of sense to use editorial space on a
> detailed explanation of how they installed something that didn't work.
> Readers want to see successful projects. Projects which they themselves
> could copy and have equal success.
> So in that sense; no, you are not likely to find an article in DIY
that
> totally trashed a product. That would be a waste of time, space and
energy.
>
> From what I can see DIY has found a workable balance that uses
> advertising to advantage in paying the bulk of the printing cost while
also
> giving editorial content that meets the readers expectations.
>
> I guess it was the description of DIY as being the "worst offender"
that
> stuck in my craw. Those words have some real negative connotations.
>
> Perhaps a more neutral choice of words such as "obvious example" would
> have better conveyed what Ken Rowe really intended to say. < grin >
>
> cheers
>
> Arild, the scribe -
> (Published at least once in every Canadian Boating magazine)
>
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