Magazines Canada renames ad-edit guide a "Code of Reader & Advertiser Engagement"

Magazines Canada has changed its longstanding advertising-editorial guidelines, adding a new preamble and renaming them the Canadian Magazine Industry Code of Reader and Advertiser Engagement. 

The guidelines have been changed and developed at least three times over more than a decade and were most recently updated in 2010 by a broadly based industry task force [disclosure: I sat on the task force]. The substitution of a new preamble, which was a decision made by the association's board of directors (and not by the task force), was announced in the Magazines Canada newsletter:

These guidelines were developed in 2010 by a Magazines Canada national task force and have been incorporated into the association's membership criteria as they serve to guide members about best practices for positioning advertising and editorial content.

The purpose of the guidelines has always been to ensure quality products for readers by preserving the integrity of both advertising and editorial in magazines. In that spirit, the Advertising-Editorial Guidelines have been repositioned as the Code of Reader & Advertiser Engagement. While the content has not changed from the task force's original 2010 document, the new title and preamble is intended to recognize that publishers and advertisers must work together in a transparent way to foster and preserve reader engagement and trust.
Reader studies consistently indicate that editorial and advertising are equally important parts of the reader experience and that a clear distinction between the two, free from ambiguity, is vital.

Besides the rebranding, the biggest change is in the preamble. Here was the original 2010 preamble:

Magazine readers value both editorial content and advertising as sources of information. The integrity and long-term viability of magazines depends, however, on a clear distinction between the two -- without it, both editorial and advertising lose credibility with the reader.

The following guidelines are intended to help editors, publishers and advertisers maintain an industry-wide standard for preserving this crucial distinction. The guidelines have been designed so that both editors and advertising sales teams clearly understand them, and are able to confidently communicate them to customers.

The editor and editor's designate should have the opportunity to monitor compliance with these guidelines, complete with ample time to recommend necessary changes prior to pubication. The ultimate responsibility to follow the guidelines rests with the publisher.

Here is the new preamble:

Reader studies consistently indicate that editorial and advertising are equally important parts of the reader experience and that a clear distinction between the two, free from ambiguity, is vital.

Readers expect that magazine content will educate, entertain and inspire confidence in products and services wherever and however they engage with their favourite magazine brands.

Canada’s magazine media are committed to delivering the best possible reading and advertising experience and believes that:

• Magazine readers are entitled to unbiased, accurate reporting and information
• Magazine advertisers are entitled to a trusting and engaged audience
• The separation of editorial content and advertising messages must be transparent to the reader
• Editorial integrity must be free of compromise or external influence

The following guidelines were developed by a Magazines Canada national task force as a tool for editors and advertising sales teams to achieve business activity goals while retaining reader confidence and commitment.