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Blackout Revisited

A couple days ago, I looked at the ad content of Dead Point Magazine. Today I checked out a couple other mags- Climbing, and Rock and Ice. Results below…

This is the December issue of Climbing Magazine with the ads cut out!

Dead Point~24%, Climbing ~41%, Rock and Ice ~47%

These results really came as a surprise to me. The magazine I hold in the highest regard (of the three) had the most ad content. The cheapest magazine (DPM cost=free) had the least ads.

So I’m trying to find out why R+I (and Climbing) make such a positive impression on me despite the abundant ad content. I think it’s because the content is more compelling, so it outweighs the additional ad space. Additionally, it may be related to the type of ads (see image below).


This ad for First Ascent clothing is compelling & not intrusive

Anonymous - your comment on the "First Ascent" ad is correct.

An ad that has an image that makes you stare at it for longer than a few seconds…imagining yourself in that situation/imagining what the subject is thinking/etc. is almost as good (if not better) than actual articles in less appealing magazines!January 19, 2010 – 8:42 am

Anonymous - This is pretty common sense, right? Magazine sells more ads > has more $$$ > can pay talented people > is a more compelling read, no?

Right? Over simplification?January 19, 2010 – 7:01 pm

Eli Powell - Anonymous II- I'd say that's an oversimplification. Alpinist is a good example of this. Check out Tim Kemple's blog for further discussion of this. He makes some good points.January 19, 2010 – 7:06 pm

Tyler - You got a link from DPM in their newest mag. It seems like whoever wrote the article mentioning you guys saw the video, but skipped the discussion.

In any case, I’d rather see hundreds of pages of advertising than have magazines going broke. While I am a full-blooded ‘Merican consumer, I can still sift through what I don’t want to read, and get to what I do.

I do think the advertisements that are set up to look like content generated by the magazine are irritating. We all know the ones with the “Paid Advertisement” listed in small type on the tops or bottoms of the pages. How stupid do the advertisers think we are? Wait… don’t answer, they’re probably right. I’ll have to do a little thinking on the paid product spotlights that the mags provide. I wonder what laws there are to govern such things. Would a paid product spotlight require a disclosure of payment, like this one, from rockclimbing.com?

“Full Disclosure: The company that manufactured this item provided it free of charge to rockclimbing.com, who in turn provided it as compensation to the reviewer for his review.”February 17, 2010 – 8:47 pm

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