Posts Tagged ‘ASME’

ASME pushes clarity in online advertising

Friday, January 28th, 2011

The American Society of Magazine Editors this week released additional guidelines aimed at online product placement, paid links and interruptive advertising, which are aimed at making sure the reader is “able to distinguish ads from edit,” AdWeek says.

“The new guidelines say paid or sponsored links should be identified as such; Web sites should not promote products in exchange for advertising; and sponsored microsites should be visually distinct from the main Web site. A section on interruptive advertising says such ads should be subject to editorial approval. ASME wants such ads to have a prominent ‘close’ or ‘skip’ button and last no more than 10 seconds.”

Also, ads for tablet media should “look different from editorial pages to avoid confusing the two, since tablets’ ads often aren’t displayed opposite editorial the way they are in print.”

The guidelines, like ones released last fall, are purely voluntary and, particularly in this economy, are likely to be ignored, the report says.

Forbes, for one publication, is unconcerned. It is expanding a program begun last fall that puts advertisers and outside contributors on equal footing with its editorial staffers, AdWeek says in another report this week.

“Under a three-month-old program called AdVoice, advertisers could pay to have their labeled blogs appear alongside those of editorial staffers. Now, their contributions can run anywhere on the site that a staff writer or contributor can appear, not just the blogs section,” AdWeek says.

Microsoft and Toyota have signed on.

“The idea of Lewis D’Vorkin, the company’s new chief product officer, to mix advertising content with edit is a dramatic shift for a historic business brand that once prided itself on not using freelancers,” the report says.

Advertising guidelines greeted in new reality

Friday, October 22nd, 2010

The American Society of Magazine Editors has updated its guidelines for keeping advertising and editorial separate for the first time in five years, focusing mainly on the use of “false covers, cover flaps, sponsored sections and advertising adjacencies … to help publishers work effectively with marketers without compromising the relationship between editor and reader.”

The guidelines are meant to ensure that readers can tell the difference between editorial content and ads, the group’s CEO, Sid Holt, told MediaWeek.

“But,” says MediaWeek, “with magazines scrapping for every ad they can get and to compete with digital and broadcast media, where interruptive ads and product placement abound, publishers, advertisers and even some editors have expressed doubts about the relevance of the guidelines.”

Robin Steinberg, director of print investment and activation at MediaVest, said the guidelines make magazines less competitive. “This continues to hold a noose around our neck,” she said.

Violation of the guidelines results in disqualification from ASME’s National Magazine Awards and a “stern letter” from the group.

ASME  is also revising its digital guidelines to reflect the growing use of invasive and interruptive ads online and federal rules requiring bloggers to disclose commercial ties. That process is expected to be finished later this year, MediaWeek says.