I immediately called my husband and my trusted colleagues. They were, as me, excited about the opportunity and understood the magnitude that a profile, such as this, could have onour business. This (potential) article wasn't so much about me, as it was about the many women and men who depend on the success of ouragency.
"Dear Ana,
I read your article on LatinVision.
PAY FOR PLAY* magazine is in the research phase of its upcoming issue, and I was interested in learning more about your career and current work to see if we should possibly highlight you in an article. The first step would be a 15-minute preliminary phone interview, which I would like to do in the next week or two if possible.
In the meantime, I encourage you to take a look at the following literature so you can get a better feel for our magazine. I have attached some sample articles that we recently did on AWARD-WINNING HISPANIC AD EXEC* of AWARD WINNING AD AGENCY* and LATINA AD EXEC* of HISPANIC AD AGENCY.*
English & Español Media Kit (LINK HAS BEEN REMOVED)
Free editions: Print (LINK HAS BEEN REMOVED) | Web (LINK HAS BEEN REMOVED) | iPad (LINK HAS BEEN REMOVED)
Follow us: Twitter (LINK HAS BEEN REMOVED) | LinkedIn (LINK HAS BEEN REMOVED) | Facebook (LINK HAS BEEN REMOVED)
Best regards,
FLACK* | Account Manager"
*The Name of the publication, featured Latino executives and place of employment have been removed as a professional courtesy
I immediately read with awe the profiles of the featured ad executives in the sample issue; one of which I had personally worked with in the past.
A feature in this magazine has been known to secure business prospects and position said leaders in some of the most influential business and government circles in this country.
Their influence goes far and wide, as their association with organizations such as the Hispanic Chamber of Commerce and NCLR, are at the tip of the iceberg of the many influential groups and trade events that have touted their relationship and partnership.
Testimonial from a featured executive
Our scheduled exploratory call was this afternoon. Instead of the planned 15 minutes, our call was extended to more than 20. I read this as a positive sign.
As we were wrapping up our call, the Hispanic magazine rep told me something quite disturbing: "Because we are a free subscription magazine, we are looking to you to line-up at least one ad to cover our production costs." She then added, that "prior featured executives had secured at least ten client ads or ads from their place of employment or vendors." She also gave me the option of paying "$3,700 for one a page ad if my clients opted not pay for an ad."
In the more than 15 years managing PR for clients, and now for my own blogger network, I have never been so blatantly asked for "pay for play."
When I asked what would happen if my clients didn't pay for an ad, the magazine rep was bold enough to tell me that "executives that have advertising confirmed to go along with their feature would be prioritized. While those that do not, will be placed on a backlog."
I would never ask my clients to pay for any advertising to support a so-called "story" about my career.
This email confirms all the details of our earlier conversation
Shortly there after, I sent the magazine rep an email that shared my discontent with their editorial process:
Thank you for your time this afternoon.
I am grateful and humbled of the opportunity to be considered for a feature in your magazine. I do not, however, feel comfortable sharing my clients contact information to request advertising support in exchange for publishing my profile.
Although I will be highly disappointed if this in any way hinders my potential article, my relationship with my clients and colleagues is something that I value as a professional.Thank you for your understanding, Ana Lydia Ochoa-Monaco
For those of you familiar with FTC disclosure guidelines, it goes without saying, that this Hispanic magazine is breaking many rules. Rules, that magazines, such as this, point their fingers at bloggers for.
No wonder the print media world hanging by a thread.
This unprofessional "ask" would have no place in a reputable magazine such as Forbes.
I am disgusted and disappointed; but mostly ashamed at my colleagues for falling for such an unethical practice for a few lines of ink.
Not only does this practice undermine the credibility of this magazine, it questions the truthful representation of the featured executives.
I do not want any part of this,
