Re: Convincing GoTo of terms' relevancy.

From: Patrick Murphy <Murfnbish_at_aol.com>
Date: Thu, 5 Aug 1999 10:56:08 -0500 (CDT)

DOUG BATES WROTE:
>Anybody know what process to use to get one of their
>editor's decisions overruled?

Editors can generally be overruled by publishers. You might
want to contact this "editor" and ask what your recourse
is, i.e., which person should you contact to appeal this
decision. Often, a question like that is enough to get an
editor to think twice about a hasty decision that he or she
now feels compelled to defend against all logic.

Unless GoTo has a strict business policy concerning banner
relevance, there's no "editorial" reason you shouldn't be
able to buy any term you want. What relevance, after all,
does a car ad have to the content of nonautomotive
magazines? If there's inventory available, you shouldn't
have to justify why you want it.

This is not to say there aren't legitimate editorial and
business reasons to refuse advertising. Questions of taste
and decency fall into the editorial realm. Questions of
strategy or sales objectives fall into the business realm.
It may be that GoTo is trying to distinguish itself by
adhering to banner relevance. But their media kit should
spell this out, so people don't waste their time dickering
with "editors," who have no business selling advertising
space in the first place.

Patrick Murphy
VP Content, Homeline
New York City

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Received on Thu Aug 05 1999 - 16:50:49 CDT