Research on Magazine Product Placement

Interesting story from Magazine World on product placement in magazines. Sample:
[R]esearch out this month … found that 65 percent of consumers believe that advertisers pay for editorial mentions. Moreover, the media agency found readers were not only receptive to such mentions but that they expected them.
Via Paul Heney on the ASBPE members' discussion forum (login needed).
Comments:
I wonder if this hold true for B2B, or if the expectations are lower (or higher!) for our readers.

It would be virtually impossible for me to write a story on, say, the recovery of the hospitality business in New Orleans without mentioning some of our advertiser's (and non-advertiser's) names. This is by no means a paid endorsement.

I would hate to think readers believe we're being paid for mentioning brand names, when in fact they're just a part of the story.

What can we do to fight this perception?
# posted by Anonymous Sue Pelletier : December 17, 2005 10:13 AM
 
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