Update: 'ESPN' Mag's Wrist Tingly from ASME Slap

Some time back, I pointed out that ESPN The Magazine had turned part of its cover into a Powerade ad, in apparent violation of guidelines set forth by the American Society of Magazine Editors. ASME didn't have much to say about it at the time, but, after mulling the issue for a full two weeks, the group has reached a verdict: ESPN done wrong.

The flap that obscures half the cover of the April 6 issue "constitute[s] a misuse of the cover for advertising purposes" and "is also clearly and inappropriately intended to direct consumers away from editorial content," according to a letter ASME sent to the magazine (and reported first by Ad Age.)

Even before the wrist-slap, ESPN's editorial director, Gary Hoenig, was already sounding mildly contrite, so it's a fair guess ASME won't have to use the only real punitive measures at its disposal, banning ESPN from the National Magazine Awards. As I reported earlier, it's a different story at Scholastic Parent & Child magazine, which has signaled its intention to keep publishing straight-up ads on its cover even though ASME has warned it to stop.

ASME also expressed some reservations, albeit milder ones, over a recent Entertainment Weekly cover that features a tab that says "Pull This"; following that instruction exposes a hidden ad for the new TV series The Unusuals.

Here's ASME's full statement:

ASME has notified ESPN the Magazine and EW that recent issues violated the ASME Guidelines for Editors and Publishers.

The guidelines read: "The front cover and spine are editorial space. Companies and products should appear on covers only in an editorial context and not in a way that suggests advertisement. (This includes use of cover 'stickers.')."

ASME concluded the following in regard to the ESPN cover: Not only does the flap constitute a misuse of the cover for advertising purposes, but the copy reading, "(You wouldn't settle for an incomplete cover)," acknowledges that the flap impinges on the cover. The copy is also clearly and inappropriately intended to direct consumers away from editorial content toward the advertising on the reverse of the flap.

ASME wants to discuss the cover of the April 3 issue of Entertainment Weekly with the magazine. ASME concluded that the cover is a violation of the guidelines because the cover notch and the ad copy ("Pull This!"), which directs consumers to an ad, serve no apparent or conceivable editorial purpose. But the cover execution is relatively novel, and ASME wants to hear what the magazine has to say about it.

ASME has posted a statement on its site explaining its position on the cover, in effect answering the question "What makes the cover so special?"-why it should be used for edit and circ and not ads.

ASME wants to emphasize that the guidelines are not ASME edicts but the codification of longstanding and successful magazine industry standards and practices hundreds of thousands of editorial pages are published in consumer magazines every year, and guidelines violations are rare publications may be disqualified from the National Magazine Awards, but the real danger to magazines that violate the guidelines is damaging their brands and businesses.

ASME recognizes that applying the guidelines to new circumstances may be difficult and that some violations may be unwitting, but ASME fully expects our members and our publishing colleagues to continue to support the basic principles embodied in the guidelines.