Editorial Ethics, Part 1: Riding the Editor's Coattails

I've heard the following more than once at trade shows, as a two people -- one wearing a suit --- approach a vendor at a trade show booth. Says the person not in a suit to the vendor:

Hi, I'm [name of editor] from [name of publication]. I had an appointment. This is [name of sales person]. Would you mind if they sat in on this meeting?

Sales people more often than ever will accompany editors to a product briefing. This may seem innocent enough, especially when sales people insist they are just "learning more about the market." I was first introduced to this practice at CADENCE magazine. I was a publishing newbie. Something about it didn't jibe with the high-minded moral framework that had been presented to me when I was hired at Miller Freeman (CADENCE publisher at the time).   

I don't think it was unique to Miller Freeman. It may have been prevalent in the industry. Editors may have questioned the practice. The response was most likely something like, "Unlike you with your wealth of industry experience/knowledge/training/exposure (pick one), we, the sales people/publishers come from a non-technical background. I used to sell cars/pour coffee/patch roofs. Without these very important educational meetings, how can I put food on the table?" This was best uttered with tears welling up in the eyes. You, arrogant and holier-than-thou, high-minded and mighty editor that you are, may have then realized that while your calendar was full of appointments at every trade show, nobody in those booths really wanted to see the poor advertising sales people. After all, vendors are at trade shows to sell something, not be sold to. Riding an editor's coattails was simply a survival technique, a sure-fire foot in the door.

Once a meeting takes place with both editorial and sales functions of a publication in the room, editorial ethics should prevent the subject of sales being brought up while the vendor is pitching their product or service. In my experience, the sales people were very well behaved. They would sit still and be silent through all the PowerPoint slides. However, they always seemed to linger around the vendor even after I left....

Even in the best case where the salesperson says nothing, it creates an connection between editorial and advertising in the mind of the vendor. But sales people do not make a living with their mouths closed. A few well placed question and comments, however innocuous they may seem on the surface, can reveal to even the most un-savvy vendor that the sales person also can bring something to the table. From there, it's a small leap for a vendor to assume that their advertising dollars will influence editorial coverage. This, quite possibly, something unscrupulous publishers will exploit.

Comments

[rachael Dalton-Taggart]

Alright so time for some dirty laundry. I am not going to mention names (and yeah, I am a wuss). However, I had it confirmed through a reliable source that some months ago a vendor who was visiting a UK editor took a swing across a table at said editor because he gave his honest - and typically blunt - opinion, to his face.
I believe the punch missed.

It was no client of mine either, thank goodness!

I still laugh ruefully and shake my head at this. But the truth is that responses like that can also affect editorial integrity, or at least, affect what one leaves out of an article. At least, it would if I was on the receiving end!

[D. Robertson]

Actually, there used be another good reason for vendors to meet with sales people. In the old days when I was in the print publishing business (1980's to 1990's), we had big expense accounts. It was not unusual to have $20,000 a year for wining and dining clients. The clients that knew this could count on us for a free meal if they were in town for a trade show. Drinks were included. And could some of these people drink! However, I think those giant expense accounts have gone the way of the dinosaur. Darn, there goes our popularity.

[Roopinder Tara]

In response to Randall's comments, I would respectfully submit that while meetings with advertisers would be helpful, sales people who set up the meetings commmit the sin of ommission. What about all the companies who did not advertise? Are they guaranteed meeting with editors?

[Randall Newton]

My experience is just the opposite, when I worked at a magazine large enough to have a sales staff. The sales representatives would introduce me to clients. In fact, they set up entire trips just for meeting advertisers. I found the give-and-take in such situations valuable for all.

[ralphg]

That's the first time I've heard of ad sales people sitting in on editorial meetings with vendors. It never happened while I was an editor at CADalyst (1985-91).

(Perhaps the idea is to counteract the vendor having his spin doctor sit in on the meeting.)

OTOH, being a one-man publishing company, I now wear both hats: editor and publisher (aka ad sales). I deal with it by not pushing ads; if a company approaches me to advertise, I'm happy.