Advertisers dictate magazine content
Wayne Grytting

Major advertisers are "changing the rules of magazine publishing," reports the Wall Street Journal, by breaking down the walls separating ads from editorial content. Now a number of corporations are demanding written summaries of articles before submitting their ads. Recently, Chrysler sent out a letter to Esquire and 100 magazines informing them, "In an effort to avoid potential conflicts, it is required that Chrysler corporation be alerted in advance of any and all editorial content that encompasses sexual, political, social issues or any editorial content that could be construed as provocative or offensive."

Countering critics who worry about freedom of the press, Pentacom CEO David Martin points out the reasonableness of advertiser's demands because, given ads that cost $22,000 a piece, "you want it surrounded by positive things." Esquire certainly agreed. After receiving their letter from Chrysler, they canceled a scheduled story with a gay theme by author David Leavitt. (WSJ 4/30) Contact author at

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