Posts Tagged ‘Forbes’

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.

Forbes to present paid content like journalism

Monday, September 27th, 2010

Forbes is purposely not just blurring, but erasing the line between the magazine’s editorial and paid content with new blogs that will be owned by advertisers but published under the Forbes banner.

“The pitch is this: We’ll sell you a blog, and your content will live alongside that of Forbes’ journalists and bloggers,” Advertising Age explains. “This isn’t the ‘sponsored post’ of yore; rather, it is giving advocacy groups or corporations such as Ford or Pfizer the same voice and same distribution tools as Forbes staffers, not to mention the Forbes brand.”

The new “product,” as Ad Age calls it, is called AdVoice and is being guided by True/Slant CEO and former Forbes editor Lewis DVorkin, who is returning to Forbes as chief product officer of Forbes Media in the wake of the magazine’s purchase of the True/Slant blog.

“DVorkin has been pulling apart the website and magazine, merging staff and contributed content, and generally blowing apart how journalism, blogging, reader contributions and advertising fit together on the web, in the magazine and everywhere Forbes content is published” Ad Age says.

“‘For the last however many decades of traditional media, you’re a reader so your stuff can only go here,’ Mr. DVorkin said, starting to get animated. ‘You’re an advertiser so stuff can only go here. And our stuff? It goes right here. But there’s a flow of content that’s contextual. Anything can appear in any place as long as it’s contextual – that’s the web and we are bringing that sensibility to the magazine.'”

Forbes says it will be clear who (advertisers, Forbes journalists, whoever) is doing the talking on the various parts of its site.

AdVoice clients – there are none so far – will pay a flat fee, “which means that marketers producing the most appealing content will, theoretically, get more readers and a better deal on a cost-per-thousand-readers, or CPM, basis.”