Media ShopTalk: w/c 29 June 2009

As we enter into the 2nd half of the year, this week’s ShopTalk covers a two topics of interest: Ghost Publications & The Cannes Advertising Awards.

a) Ghost Publications

s we approach 2010 isn’t it amazing at how many “new” publications have suddenly appeared with most of them promoting themselves as “the official mouth piece” / “the only publication to be covering this aspect” / “endorsed by ….”. The bottom line is that the majority of them are unfortunately just trying to make a quick buck and may have no intentions of doing what they are promising! We are aware of a publishing group who have the bought the rights to use a newspaper’s name and masthead – however they are not endorsed or associated with the newspaper at all! They are merely using the name to entice unsuspecting advertisers into supporting their publication.

In addition to the 2010 opportunities, there are a number of Business to Business (B2B) publications who are also rearing their heads. There are a couple within the construction and property spheres that have been “uncovered”.

This week on The Media Online, the following article was their lead article:-

'Ghost' mag publishers on the rise

More reports about 'ghost' magazines with no ABC listing targeting unsuspecting media planners and other advertising executives have emerged, says Jenne` Zilz, on behalf of the Advertising Media Forum.

Unsuspecting organisations are lured into advertising with the magazine which is only set up to dupe the advertisers. South African Rates And Data (SARAD) reported that its main modus operandi is to lure potential advertisers or advertising agencies to “support” or advertise around a construction project that they already know.

It is alleged that the scam perpetrators will normally send a poorly written sales email. Upon convincing the advertiser, the “publishers” then design the advertisement and send in proofs. Once the advertisement is signed off, an upfront payment is requested.

The “publisher” then goes on to print a few dozen copies and sends a few copies to the advertisers as proof and keep a few copies for the next con.

SARAD says that in itself must be a red flag and organisations must exercise vigilance and be very selective in terms of magazines they wish to advertise in.

We would like to remind you all that should you be approached by any publication that you have not heard of before to please contact your MediaShop partner who will gladly do the background work to ensure that the publication is legitimate. We urge you not to sign any documentation or brief them to do any work until you are absolutely sure of the transaction you are entering into.

b) On a more upbeat note:

This year the South African Advertising and Media Agencies won a number of awards at the international Cannes Advertising Festival.
For those of you who missed the round up, below are the results

And to end this week’s ShopTalk, a quote:

This is the MediaShop
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