The Dark Side of Hispanic Magazines

A week ago, I read with excitement an email that I received from a well-known, and respected,  Hispanic magazine.  To say that I was humbled when receiving this email, doesn't nearly express my absolute delight and hopeful attitude.  

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 on our 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 our agency.

"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.  

Although I am not a subscriber of said publication, I know of its influence: anyone, who is anyone, in the Latino executive, government or non-profit world has been, or will be profiled in this Hispanic magazine.

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 a one page ad if my clients opted not to pay for it."

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."

Let me be clear on this:  I will never ask my clients, vendors, or colleagues to pay for any advertising to support a so-called "story" about my career.

I have never, and will never "pay for play."

Every story and article that I have been profiled in, has been based solely on my merits...not the pockets of my clients, vendors or colleagues.

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 with journalistic integrity and ethics (and I say this loosely), have the audacity of pointing their fingers at bloggers for "lacking."

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,

UPDATED ON TUESDAY, JUNE 18:

After sending the last email to the media rep, I assumed I would never hear back from her.  

I was wrong.

Just a few minutes ago I received this gem:

Screen shot of the email I received from a Hispanic Magazine "Account Manager"

This email confirms that eight out-of ten leaders and executives profiled paid for that recognition.  

These are the same leaders that we encourage our young generation to follow in their footsteps.  

These are the same leaders that I respected, admired and looked up to.  

I believed that they attained all their success through hard work and dedication.  That they jumped through hurdles, broke down bridges, and made things happens with their own two hands, hard work and dedication.

I now know that all these leaders are in a club that I want no part of.  

These "leaders" (and I say this loosely) are dishonest, vain and have very deep pockets.  They have no morality, ethics, and have paid their way to a place of recognition.  

It is no wonder that many deserving executives will never reach this level of recognition.  I for one, am mad.  Very.

I have been fooled into believing that Hispanic magazines, such as this, looked for unrecognized leaders to inspire the Latino community.

With this exposure all they have done is broken down what many of us work towards: fair and honest representation of minorities in media and business roles.

All of us have been fooled, but no more.  

In the words of a friend and trusted colleague:

"That is the most condescending "closing the sale" bullshit I've read in a while. If you're story was so unique and compelling they would tell it without the stipulation of payment. So they charge non-profit organizations in order to feature their organization and leader in a printed editorial magazine about leadership. There's a special place in hell for that kind of shady. I've always considered myself to be morally gray but this is off the mark even for me." Vicky Ayala

Find me a Blogger

I live in two worlds: PR and blogging.

It goes without saying that I have to look at the big picture when a blogger vents about a PR pitch, or when a PR colleague shares her nightmare blogger encounters.

As I have come to find out, there's usually two sides to every story...and on a very rare (very rare!) occasion, is there a simple one-sided explanation.

Except for situations like this:

As PR professionals our clients hire us to craft a positive message by working with our "golden list" to reach the intended consumer, and create a call-to-actions (be it product sales, event attendance, etc.).  Obviously, there's a lot that goes along with this responsibility.

It goes without saying that our "golden list" takes years and strategic insight to create, grow and nurture.  The "golden list" that I am referring to is our list of media/journalist and bloggers.

I can't speak for everyone, but I can tell you that my list building started more than 15 years ago when I began my PR career.  I update, change, edit, but most importantly, keep in touch with journalist and blogger colleagues to stay updated on their needs.

I stopped counting how many contacts I had when my cellphone service provider customer service rep exclaimed that he had never seen a "contact list as large as mine (I have more than ten thousand blogger and journalist contacts located throughout the world)."

With all that work, time, and obviously money, that went into creating a media/blogger list, I can't imagine a PR colleague calling me to get not one contact, but an entire list of contacts for their clients.  A client that is paying for their experience, insight, work and their contacts.

First off, not only would that be flat-out misrepresenting their experience and contacts, why would anyone use a list that wasn't specifically created for their client?!

Secondly, this goes beyond professional back-scratching, and is flat-out using someones work and experience to benefit themselves.

This is not OK in the PR world, so why is it OK in the blogging industry?

Well, the easy answer is: Because we (as in bloggers) are OK with it.

We allow it. We give in. We assume that giving out a list of bloggers to a brand (PR rep and the such) will somehow increase our worth.

Let me tell you a secret: It doesn't.

Sure, you will be the go-to blogger that can scrounge a motley crew of folks last minute for a measly dinner.  But you will never be in the list of professional bloggers.

You know why?  Because professional bloggers are strategic and value their relationships with other bloggers, as much as PR folks do with their media contacts.

Professional bloggers will be insightful when offering blogger suggestions because their PR colleagues matter to them, and they understand the client needs.

Professional bloggers get it...whether they have been blogging for six months or five years...that handing off a list of bloggers, or simply "sharing an event," doesn't create long-term strategic relationships.

Handing off a list of bloggers or randomly sharing an event, only propagates the ugly stereotype that professional bloggers fight day in and day out: "bloggers are only in it for the free shit."

No my friends, my blogger (and journalist contacts) are more than a list - they are a network.  I value every single one of them...as I hope my blogger colleagues are starting to value their own.

Because as we all know, our network is our net worth.

Value "It."

Your network is currency that will help you take your blogging business to a new level.  Just the same, an event that a PR agency or (Brand) shares with you, is for YOU and YOUR readers.  Unless you know, really know, who the intended audience is for the event.  Otherwise, why would you share an event with the masses?

Be strategic.

Think about each event and ask yourself before you post for all to see: Will the brand benefit? Will these bloggers offer value to the brand?  Will the entire situation make me look good and position me in a professional blogger level?

As I always say, it's better to be cautious then overambitious and burn your bridges.