As we learned previously in Dr. Redfield’s advertising module, the cover of a magazine is the most expensive and effective page layout location when promoting a product or service. With respect to Self Magazine, it is the cover and who is on it that will make or break monthly sales. Self depends on their customers to perceive the importance of being on the cover and pay extensively for the exclusivity.Self Magazine corporate strategy is based upon providing readers with real issues and real people in their truest form. However, their current issue has caused controversy due to admitting they retouched a photo to sell magazines.
The cover photo of Kelly Clarkson is being challenged by critics due her quote, “Stay True to You and Everyone Else Will Love You Too” which is on the cover next to her picture.
So what is the BIG DEAL? Clarkson was feature in Self Magazine due to being chosen as one of their top picks for one of the most inspirational people in 2009. It is Clarkson’s self actualization regarding her weight that was the motivation behind her article in Self. In an article on www.mtv.com Clarkson is quoted to saying, “When people talk about my weight, I'm like, 'You seem to have a problem with it; I don't. I'm fine!' My happy weight changes — sometimes I eat more, sometimes I play more.”
So with that said, the question is how can Self Magazine alter a picture which is in direct contradiction to the articles they are promoting? Answer: Comes from a blog in response to recent criticism by the editor and chief of Self, Lucy Danziger, “A cover's job is to sell the magazine, and we do that, every month, thanks to our readers. So thank you.”
Danziger is thanking readers but under what assumption? The comments on Self’s home page in rebuttal to the September cover are not pleasing. Will word of mouth hurt or help the sales of Self magazine in September? People love controversy, so Self may make money due to people wanting to know what the buzz is instead of getting the magazine for is editorial content.
This past Thursday, we discussed various publics and the common thread of applying ethical practices when conducting business. Self Magazine, in my opinion was not honest when they retouched Clarkson’s picture to make Kelly “look her personal best.”
Kelly was unaware of how her pictures would be altered, and I have to agree with a blogger on www.self.com, Kelly should have demanded that any pictures taken are to stay in their truest form to reflect comments made in her article. At least Kelly remains humble and does not let situations this bother her, which is true testimony of how she promotes herself as a role model to young girls.
It is disappointing to see Self Magazine fall short of their name and mission. I wonder if our speaker from Dixon would consider this a marketing blunder?
Click below for other interesting incites regarding Self Magazine.
2 comments:
This is a telling example of the impact of ethical decision-making in PR and marketing -- or, rather, the lack of it. Thanks, Jeanette.
Jeanette - this was an interesting topic- and a good example of effective and proactive communiaitonnot taking place in the forefrond
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