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Musclepapa John
07-24-2010, 12:48 PM
Women obviously have a difficult time getting coverage in magazines and getting sponsorship. Where there is coverage there is often sponsorship as it comes as no surprise that they go hand in hand. Yet who is holding the muscle mags accountable to those they cover, fans and their readers more generally?

In April Susan Currie Sivek, Ph.D. & assistant professor of Journalism at Cal State released through PBS her article titled, "The Ethics of Digital Magazine Advertising." It has a lot of relevance to how competitors are covered in bodybuilding, fitness, figure and bikini by the major magazine titles. Here are a few excerpts to keep in mind:

In my recent discussions with magazine editors, executives and experts, I've heard a lot about how magazines will integrate new forms of advertising, and "monetization" opportunities, into their digital content.

In journalism, the "church and state" separation of editorial content and advertising has always been a goal, even if the separation might sometimes have been less rigid than it seemed. To maintain their objectivity and readers' trust, editorial staff try to remain free from influence, and to produce content without considering its relevance to advertisers. This standard is included in journalistic codes of ethics, including the American Society of Magazine Editors' own statement of Best Practices for Digital Media. This code states that any paid promotional content, sponsored links or affiliate relationships with online merchants must be clearly labeled as such.


Though the magazines say they are careful to label advertiser-produced content so it can be distinguished from editorial content, as the codes of ethics require, readers' experience with these new advertising approaches may not have caught up just yet to the magazines' innovations.

Readers aren't helped by the fact that, unlike in broadcast news or print publications, clear standards for distinguishing between ad and editorial haven't yet been established for digital magazines.

Gordon has noticed, though, that some magazines branching out into interactive advertising have had to guide advertisers' efforts themselves. Some advertisers and agencies have not kept pace with rapid innovations in digital publishing, which means magazine publishers have taken it upon themselves to help advertisers develop appropriate and sophisticated interactive campaigns for use in digital magazine editions. This collaboration, Gordon said, does create an opportunity for the wall between editorial and advertising "to get a little more porous."


As digital magazines try to gain a foothold, some of them may use less-than-ideal forms of advertising to shore up their delicate financial situations, according to Friend. The temptation to cross long-established ethical boundaries may become too great, just as it might in the print world. When used by any publication, "in-text ads and other kinds of advertising that blur the content-ad distinction are troubling. And some online publications scrambling for revenue will succumb to the lure of unethical advertising," she said.

However, in general, succumbing to temptation would damage digital magazines in the long run.

Much of print or digital magazines' marketability stems from their perceived journalistic honesty and their authority about their subject matter. "They need consumers to trust them," she said. "And misleading them with content that looks like information but turns out to be advertising undermines that trust."
LINK BACK (http://www.pbs.org/mediashift/2010/04/the-ethics-of-digital-magazine-advertising-118.html)

thesamewords
07-24-2010, 12:58 PM
Much of print or digital magazines' marketability stems from their perceived journalistic honesty and their authority about their subject matter. "They need consumers to trust them," she said. "And misleading them with content that looks like information but turns out to be advertising undermines that trust."
LINK BACK (http://www.pbs.org/mediashift/2010/04/the-ethics-of-digital-magazine-advertising-118.html)
Exactly, especially in the sport and fitness industry, we realize that the lines between what is written persuasively and what is written informatively, have been blurred to an unknown degree.It sounds like deception in so many ways.

Musclepapa John
07-24-2010, 02:52 PM
I posted this on my own forum along with this article and my "spin" on it earlier today as an example. I'm not intending to single any particular magazine, advertiser or online media entity in this example or regard. Yet, while some ads such as this are indeed signified as being cosponsored by the publisher and advertiser other such online advertising is certainly is not. Especially amongst the male athletes signed with one publisher or another they typically are contractually prohibited from interviews or other publishers and media activities. Of course they must also only speak highly of those they signed with including sponsors.

I know quite a few female athletes who did not speak "positively enough" to get contract renewals. And of course if they don't maintain a "certain look" then they also often and systematically get the boot. Of course this is what one expects in PR, but when it bleeds over into the editorial/journalistic content there are problems indeed.

note: It's funny that I tend to screen print much of this stuff I post as I don't know if it will be here the next time I login.

Musclepapa John
07-24-2010, 03:05 PM
note: It's funny that I tend to screen print much of this stuff I post as I don't know if it will be here the next time I login.

Furthermore, note to mods: I'm not intending to be too critical just honest. I'm sure Bonnier Publishing in my neck of the woods is looking for the same quality assurances online from prospective candidates to fill their openings for "Online Content Manager, Online Consumer Marketing Coordinator, Digital Content Specialist , Content Manager/Managing Editor" listed at http://tbe.taleo.net/NA4/ats/careers/searchResults.jsp?org=WORLDPUB&cws=1
I try to get my community mods on the same page in focusing discussions in a direction that is in the best interests of our audience (and ours, lol) It does lead us all back to the same points that the initial topic is meant to bring up, which is the extent of the influence of advertisers on editorial content. I'm not patron saint of fairness, but value the public interest.

Musclepapa John
07-24-2010, 03:52 PM
I'll use Bonnier Publication as an example. One of their "brands" is World Sports Marketing.

This is how they describe the brand: "World Sports & Marketing is the premier action water-sports events, entertainment and marketing company. World Sports & Marketing has produced over 300 televised sporting events including the U.S. Pro Water Ski Tour, Pro Wakeboard Tour, Vans Triple Crown of Wakeboarding, ESPN X Games and Formula 1 Powerboat Racing. Its purpose is to deliver dynamic, highly effective sales and marketing opportunities for its customers through quality sports events. World Sports & Marketing is currently the clearinghouse for the Pro Wakeboard Tour, the Wakeboard National Championships and the Wakeboard World Championships. WSM coordinates the scheduling, televising, global sponsorships, public relations, venue evaluation and event selection for these properties."




Maybe you are left going huh? So this company promotes events. So what? Well they also produce the leading magazines that cover those sports including Wakeboarding & Waterski Magazines. Nice synergistic relationship.



There are many more ways to illustrate this and how this business model is increasingly the norm in the fitness industry publishing business as well.

Musclepapa John
07-24-2010, 05:14 PM
Sometimes I hear people say there is more mainstream coverage of other sporting events than with bodybuilding fitness and figure. For quite a number of years this new business model has been in existence. The principle muscle media publishers are likely well positioned with their sponsorship arrangements to know if the arrangements can be made for television. As with the Pro Wakeboarding circuit Bonnier's World Sports & Marketing since 1988 has been in that position. Their media deals have been with Alli, the Alliance of Action Sports that is actually a partnership and subsidiary of NBC and MTV.
In this arrangement, one of Bonnier brands "World Sports & Marketing" develops the advertising and manages the events that are then integrated into the NBC/MTV sports marketing through Alli and covered in print "officially" by Bonniers Wakeboarding magazine.

So would one think Bonnier, a publisher and NBC and MTV has some influence over the sport of wakeboarding and financial interest in which athletes stories are featured, etc? :p

LINK BACK TO PROWAKEBOARDTOUR.COM (http://www.midwestwakeboarder.com/modules/smartsection/item.php?itemid=83)




There are many more ways to illustrate this and how this business model is increasingly the norm in the fitness industry publishing business as well.

Musclepapa John
07-24-2010, 05:26 PM
"Some advertisers and agencies have not kept pace with rapid innovations in digital publishing, which means magazine publishers have taken it upon themselves to help advertisers develop appropriate and sophisticated interactive campaigns for use in digital magazine editions. This collaboration, Gordon said, does create an opportunity for the wall between editorial and advertising "to get a little more porous."
LINK BACK (http://www.pbs.org/mediashift/2010/04/the-ethics-of-digital-magazine-advertising-118.html)


There is hope in this area for athletes seeking financial gains in the market wherein they may not be in the top prize money or featured on the covers or much otherwise by the handful of muscle mags that run the show.

Where athletes do their own due diligence and prepare their photographic portfolios as a model would with more than merely contest and candid photos and spend a bit of time developing their own brand strategy they can very well find some success with sponsorships or employment with companies that might be new or who don't find value in advertising with the muscle mags that have a bit of money and products that they would be willing to pay out to some go-getter like you. :yep:
Somethings are beyond our control, but there are areas where we can effect change and knowledge is power.

Musclepapa John
07-26-2010, 12:22 PM
It is interesting to consider how AMI's advertising management group, the "Young Men's Network" handles Playboy, Flex, Muscle & Fitness and the Mixed Martial Arts clients simultaneously. Obviously, AMI considers there to be some commonality between brands. While bikini competitors could surely have some crossover potential into "the look" that one would expect in Playboy a female bodybuilder for instance would not be expected to fit. Yet, thank goodness for AMI providing their marketing prowess to bodybuilding, fitness, figure and now bikini as Bonnier Publishing has done in developing wakeboarding, skiing and more through their advertising management group and associated magazine titles. The corporatization of the physique sports as brands themselves seems problematic at least to those most directly and adversely effected, the female bodybuilders, and other women that show the greatest amounts of muscularity. Can't there be a brand at AMI or elsewhere that promotes this muscularity OR is it seen by AMI and other corps as running counter to their business model and profitability?

Musclepapa John
07-26-2010, 02:22 PM
360º Marketing is how AMI refers to their multi-platform approach to providing customers for their paid advertisers. It is spelled out on that segment of their website:

Young Men's Network Brands: Playboy, Men's Fitness, UFC
Muscle & Fitness, Flex, WWE
http://www.americanmediainc.com/categories/young-mens-network
AMI created the concept of 360º marketing programs by being the first company to integrate editorial, print, digital, mobile and events into one package for our advertisers. This multi-media platform approach creates lasting consumer engagement and delivers a measurable return on the advertisers' investment.
All of our customized, solutions-based marketing programs strive to satisfy client objectives with on-message extensions via:
-Print: Custom in-book ad units, editorial integrations, advertorials
-Online: Video, rich media, web advertorials
-Digital: Custom e-reader editions, iPhone applications
-Mobile: digital editions and special apps for iPad, WAP sites, iPhone, Android and other platforms
-Direct Mail: Geo-targeted and demo-specific campaigns
-PR: High-buzz editorial that drives awareness
-High-profile events: Wilhelmina Hot Body Model Search from Shape & Men's Fitness, Star and Radar Hollywood galas, Muscle & Fitness' Mr. Olympia, Playboy's Playmate of the Year, and more
http://www.americanmediainc.com/categories/360-marketing


Want to be a part? Here is a sample job search:


Freelance Marketing Manager - The Young Men’s Network at American Media May 24, 2010
Filed under: Jobs — sam roloff @ 7:24 pm
The Young Men’s Network at American Media is seeking a highly organized, self-starter who can multi-task and work in a fast pace environment across our network of men’s titles including Men’s Fitness, Playboy, UFC Magazine and WWE Magazine.
Responsibilities include, but are not limited to:
Work with marketing and sales team to brainstorm creative ideas
Present program concepts in a concise and articulate powerpoint format
Write and edit general presentations and sell sheets
Manage advertiser related programs including all related budgets
Work closely with clients on creative approvals
Track programs and deliver recap presentations at the end of campaign

Musclepapa John
08-02-2010, 03:40 PM
I'd venture to say that the "Service Agreement" is the proverbial camel's nose under the tent as the emerging advertorial model and mixed media values that AMI, Bonnier and other publishing-advertising development firms are able to bring to the table would exclude the possiblity that Newsweek editorial content would go untouched with ownership.

Post Co. Balks at a Newsweek Bidder's Ties to National Enquirer
July 30, 2010
By RUSSELL ADAMS And MIKE SPECTOR
Washington Post Co. is balking at selling Newsweek magazine to Avenue Capital Group amid concerns over the hedge fund's plans to partner with the publisher of the National Enquirer, people familiar with the matter said.
Post Co.'s concerns could elevate the chances for competing bidders Sidney Harman, founder of an audio-equipment company, and Fred Drasner, a former co-owner of the Washington Redskins and former co-publisher of the New York Daily News.
Avenue has been considered a front-runner in the bidding for Newsweek, which Post Co. put on the block in May after determining it couldn't return the ailing publication to profitability. But within the past two weeks, Post Co. expressed uneasiness about Avenue's proposal, which involves using American Media, Inc. to handle advertising and other back-office functions, the people familiar with the matter said.
A spokeswoman for Newsweek declined to comment.
AMI, based in Boca Raton, Fla., publishes the Enquirer and several fitness and celebrity-gossip publications including Shape, Men's Fitness and Star. Some of its publications, like the Enquirer, are dogged by reputations for sensationalism. Avenue holds a 20% equity stake in AMI and occupies one seat on the company's board.
Post Co. expressed concerns in recent weeks about AMI influencing content at Newsweek, the people said. To assuage Post Co., Avenue sent a letter reiterating it would own and have full editorial control over Newsweek. AMI's involvement would be limited to back-office functions under a "service agreement," the letter stated. Still, Post Co. indicated it wasn't satisfied with Avenue's explanation, the people said.
Avenue's ability to leverage other publishing assets may give it a leg up in returning Newsweek to profitability. Newsweek lost $28.1 million last year. Manufacturing and distribution, circulation and advertising and marketing together accounted for $100 million of Newsweek's $163 million in expenses last year. Post Co. executives have cited the lack of other magazine assets to defray those costs as a major obstacle to profitability.
Avenue remains interested in owning Newsweek, but it now suspects Mr. Harman is the favored bidder, in part because he plans to retain a substantial percentage of Newsweek's employees, a person familiar with the matter said.
Mr. Harman didn't respond to requests for comment.
http://online.wsj.com/article/SB10001424052748704532204575397380024328208.html

Curt James
08-02-2010, 06:09 PM
Very interesting article, MPJ.


Exactly, especially in the sport and fitness industry, we realize that the lines between what is written persuasively and what is written informatively, have been blurred to an unknown degree.It sounds like deception in so many ways.

Deception or simply people scrambling for consumers and their wallets or pocketbooks.

It's one thing for trust to be encouraged by ethical journalists and publishers but it's important for consumers/readers to proceed with caution when absorbing what's presented to them.

I guess it shouldn't be assumed that you're being lied to when reading an article, but a healthy skepticism isn't such a bad approach.

Caveat emptor.

Musclepapa John
08-02-2010, 06:56 PM
Before my afternoon run I was set to respond to this and interestingly Curt I found did so in my absence.
I'll go ahead and state then something of what I'd considered posting before the run with regard to this. The matter of persuasive and informative means extends beyond the written word. Obviously, modern sports marketing includes the written word, but audio, video and hired hands within the sport in the form of athletes sponsored and propped up to push products and agendas. One can imagine in such a scenario where athletes themselves occasionally might mistrust those sponsored by other "media and their advertising partners" etc.
Who is the puppeteer and who the puppets?


Exactly, especially in the sport and fitness industry, we realize that the lines between what is written persuasively and what is written informatively, have been blurred to an unknown degree.It sounds like deception in so many ways.

Musclepapa John
08-03-2010, 08:19 AM
Washington Post shares gain
Aug. 2, 2010
By Christopher Hinton

NEW YORK (MarketWatch) -- Shares of Washington Post Co. (WPO 433.89, +13.40, +3.19%)
rose 2% to $428.37 in early trading Monday. The Washington, D.C., media company is in reported talks to sell its Newsweek magazine, potentially to audio and defense software company Harman International. There were also earlier reports that hedge fund Avenue Capital Group was looking to buy the weekly news magazine. But Washington Post allegedly balked at such a deal over concerns the group would partner with American Media Inc., the publisher of National Enquirer, and potentially cheapen Newsweek's content, according to media reports.
http://www.marketwatch.com/story/washington-post-shares-gain-2010-08-02

Musclepapa John
08-03-2010, 09:30 AM
There are obviously flip-side positives to big corps like AMI and Bonnier covering and helping develop niche sports. They provide marketing expertise where there often is none as with the stereotypical gymrat show promoters that aren't web savy enough to develop their websites, do muscle-media marketing/promotion, etc of their contests, the athletes and the federations they are a part. Without them the sport would pale in comparison to what it is today.

Musclepapa John
08-03-2010, 09:32 AM
Front page news at http://journalismjobs.com
for those of you in the business.



Post Co. Balks at a Newsweek Bidder's Ties to National Enquirer
July 30, 2010
By RUSSELL ADAMS And MIKE SPECTOR
Washington Post Co. is balking at selling Newsweek magazine to Avenue Capital Group amid concerns over the hedge fund's plans to partner with the publisher of the National Enquirer, people familiar with the matter said.
http://online.wsj.com/article/SB10001424052748704532204575397380024328208.html

Musclepapa John
08-03-2010, 01:39 PM
The graphic on their site spells out the means of integration.
http://www.americanmediainc.com/categories/media-brands
http://americanmediainc.com/sites/americanmediainc.com/files/360_art.jpg