As some of you may already know, I publish a couple of magazines* about bicycles, Dirt Rag for 25 years now, and Bicycle Times for five . Publish, yes. While I oversee editorial content for both magazines, I mostly chase dollars to keep these ‘zines afloat and food on the table for our now-large staff.
Other staff people are editors, they work real hard to create “Content” to be delivered to our loyal readers. Honest, true, hands-on. Journalism.
Our loyal readers trust us to keep the editorial “Church” and the advertising “State” separate. Journalists on one side, “Ad Slime” on the other. It’s a fine line we have been walking for 25 years now.
But look what I have to deal with now. I have always suspected that there was some kind of “Pay-to-play” thing at some of the other titles, I still found myself flabbergasted when I saw this email from a potential ad client:
“We would really love to work with Dirt Rag, and look forward to doing so in the future, but for now I am going to pass.
My resources are limited and I need to ensure our brand gets the most possible editorial coverage as possible. I understand and respect that you can’t guarantee this, but all the other publications we are working with have been able to guarantee at least quarterly editorial, and have included it in the insertion orders.”
Soooo what the fuck. Guess I am putting this out there for two reasons. One is to share with anyone who reads this blog what I have to deal with on a regular basis. The other is to assure everyone that no, we do not sell editorial.
In fact the current Dirt Rag cover features a company that has politely turned us down for ads this year. While we have better relationships with some companies than others, the editor decides what is going in the magazine based on journalistic integrity.
Thanks for listening, I feel better now. All I can ask is that if you read my magazines you support our advertising and promotional supporters! Thankfully they get it.
*Or should I say “Media entities” as we have print, digital and web covered.