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The cover of the magazine is sacred ground to those who are manic about magazine journalism ethics. So this week’s New York magazine may raise some eyebrows - or some ire.
Ten thousand copies of the magazine feature a four-page cover wrap advertising the New Museum, writes Portfolio. The word “New” is given the same creative treatment as the word in the title of the magazine.
Andrew Essex, CEO of the ad agency behind the campaign, Droga5, calls the ad a cover hijack. He claims this is the first time the cover of a magazine has been “f***ed with.”
The American Society of Magazine Editors specifically warns magazines against letting their covers or logos be used to help advertisers sell their wares. Two years ago, after The New Yorker generated criticism for creating a single-sponsor issue with Target that some felt broke ASME guidelines, those guidelines were revised to clarify where the line should be drawn.
The 10,000 copies of the magazine are promotional in nature and are being sent only to non-subscribers, which puts New York on the right side of the guidelines, says a New York spokesperson. Essex, however, calls the wrap a “gray area.” The promotional issues are being sent to anybody in New York who is “somebody,” Essex says.
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