Might American editors bow to ad pressure and loosen ad:edit guidelines?

The American Society of Magazine Editors is revising its ad:edit guidelines and according to a story published by MediaDaily News, it appears that straitened circumstances (i.e. total ad pages down 8.5% at over 200 weekly and monthly titles tracked by MIN Online) in the magazine business may cause ASME to consider loosening its restrictions on integration of advertising into magazine covers and headlines. The new rules would be published for ASME board approval by about mid 2009.

The exact substance of the changes--stricter or looser standards--is unclear. On the one hand, ASME's current chief executive Sid Holt conceded: "We've had situations where we've seen violations of the spirit of the guidelines, but not the guidelines themselves"--seeming to suggest that new stringency is in order. On the other hand, "we want them to be more industry-friendly in that they make sense to editors and advertisers alike."

Advertisers have been especially aggressive in demanding mingling of advertising and editorial content, said the article, citing:

• A blinking, flashing electronic display designed by E-ink and sponsored by Ford, although Ford was not mentioned on the cover. The high-profile cover led directly to a Ford ad spread in the front of the magazine that takes credit for the innovative front.
  
• The August 10 issue of The New York Times Magazine with a cover wrap purchased by U.S. Trust, Bank of America's private-wealth management division, to promote its philanthropic financial products.
• Last December, New York magazine sold a four-page cover wrap to the New Museum.
• Last year, Harper's Bazaar delivered 5,000 VIP copies that came embedded with "crystals"--courtesy of Swarovski, also an advertiser.
  
• In 2005, The New Yorker produced a single-sponsor issue for Target that incorporated the Target logo's distinctive red-and-white coloring on the cover as well as inside the magazine.

There is no suggestion that the equivalent Canadian ad:edit guidelines will be loosened up.

Related posts:

• Tougher ad:edit guidelines needed to counter pressure from advertisers