Selling product placement

Editors on the a recent panel in New York about product placement in magazines bristled at the very notion.

"I don't believe if you blur the line between editorial and advertising it makes either one better. It just makes them blurry," said Martha Nelson, Managing Editor of People.

But MindShare Senior Partner-Group Media Director Debbie Solomon, moderator of the panel, cited consumer research by her agency indicating that consumers seem to be "ok" with the idea of product placement in magazines, even though marketers and editors are reluctant to do so.

"I think this speaks to the wide definition of branded entertainment," said Solomon, "Virtually every publisher I speak to tells me they don't do it."

The ad agency research said 34% of agencies were using product placement in magazines, 42% of consumers said they were "OK" with it and 41% said "it depends", although they didn't say on what.