Under Pressure: Buyers Putting Heat on Publishers to Cross Church-State Line

From increasing demand for editorial credits and ads disguised as editorial content to even calls for a presence on the cover, advertisers are ratcheting up their pressure on magazines for treatments that blur church-state lines, according to editors, publishers and media buyers.

Industry insiders say that while advertisers have pushed the church-state envelope from time to time, their requests have become more brazen. The growth of product placement in TV shows, increasing pressure to demonstrate ROI, the growing importance of magazine ad revenue relative to circulation revenue and, most recently, the economic downturn all have emboldened advertisers to become more aggressive, observers say