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Advertisers Push Publishers to Cross Editorial-Advertising Line

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Advertisers Push Publishers to Cross Editorial-Advertising Line

launch-admin Jul 15, 2008 0 457

Editors, publishers and media buyers claim that advertisers are increasingly pressuring magazines to blur the lines between advertising and editorial with ever-more brazen requests. And publishers, desperate for ad pages, are finding it difficult to say no, writes Mediaweek.

Recent examples of the blurring of the line include Harper’s Bazaar’s recent decision to give over 40 pages of its editorial in its July issue to a new Estee Lauder perfume campaign. “Our editors are given the freedom to cover the subjects that they believe will most interest the reader. In this case, Estee Lauder was working with four women who frequently appear in the pages of the magazine,” says a Harper’s Bazaar spokesperson. Read the full article here.

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