Yesterday, Girl With A Satchel wrote about the latest campaign by ACP Magazines, “The Power of Great Journalism” with some trepidation.
The campaign has caused a considerable amount of controversy and perhaps I’m simply silly for initially failing to see why. Bartle writes,
“Given that the equally cut-throat free-to-air TV networks invest considerable cash in orchestrating their rating’s season promos, this showcasing of editorial talent may set a precedent for the glossy publishing world, which has really come out of its bubble thanks to interest piqued by The Devil Wears Prada, reality TV and The September Issue.
Whether the Australian public will think it wonderful or wanky remains to be seen.” – Oct. 14 2009
The comments from both the mainstream media and the followers of Bartle’s blogs are somewhat horrifying. The general jist of the the reponses can be summarised in that below:
“Ugh, beyond horrible! I hate to say it (but opinion has been sought!) – this is sooo out of touch and tacky.
The age of the ‘editrix’ is over, and I can’t believe ACP are still pushing this rubbish. I think readers want relatability, realism and a friendly face to put to their favourite magazine – not a bunch of gussied-up black-clad editors staring down at them.” – Rochelle @ GWAS
Can I just say, I resent this. If anything is missing from the glammed up magazine, incredibly over-concentrated media industry, it’s journalism. A blatant marketing attempt this may be, but I am utterly depressed at the reaction.
The actual Press Release from ACP stated that
“”It is about cultural change within ACP Magazines and we are delighted to show our commitment to producing better magazines through the calibre of the people editing them,” said Phillips of the greater focus on content and editorial standards” – ACP
Well, we probably need some of that. I did work experience with one of Australia’s magazine companies (I suppose it’s in my best interest here to avoid naming, considering my desire to enter the industry) and I was sat at a round table for a week. My duties included sitting at a table, ensuring that I did not bother the editors and staff members, getting mail, picking up cakes for a farewell party (to which we were not invited to intend) and not much else. Whilst I am one who would happily do any dirty work in order to gain some insight into the industry, I felt like a nuisance and a bother to those in the office. I left depressed and unsure of the validity of the industry.
Fast forward five years, two years into my media degree and I’m back in love with the industry. Not because it’s glamorous, full of freebies and parties – but because it’s a social phenomenon. Magazines are cultural artifacts, symbolic of consumerism, popular culture and journalism. It’s one thing to write a piece about a news item, it’s another to take something newsworthy and make it part of your set of ideals. Magazines can do this.
Back to the advertisement, of course it’s wanky (as our industry isn’t really as good as it could be) – but not for the reasons everyone keeps commenting on. Glossed up, glamourous and powerful these women do appear, but our industry needs a bit of help.
The Sydney Confidential PDF chart to which Bartle refers outlines the struggles and pressures placed on these women. I’m sorry, but how does that diminish from their power and/or journalistic skills? If anything, I think this campaign will encourage accountability on behalf of these featured women to truly pick up their game and improve upon the publishing industry.
Am I just being naive?
If you enjoyed this post, make sure you subscribe to my RSS feed!
