Want to write for us? That’ll be $15,000 per article, please
Times are tough in the world of publishing. Including at one of the world’s best known advertising magazines, Campaign.
Having recently closed the 44-year-old Asia Pacific print edition of the title, the UK edition is attempting to develop a new revenue stream.
Back in the day, magazines used to pay journalists to write articles.
Then they started asking people to write them for free.
Now, Haymarket Media Group’s Campaign mag is going one step further – inviting those who want to write a 600-word opinion piece to pay $15,000 for the privilege.
That’s correct. Want to be a thought leader on content marketing? You can pay to write for the magazine.
Can you afford to write for this magazine?
An email from the publication’s head of agency has gone out to agencies around the world asking them to contribute to its report on content marketing, or “the Art of Storytelling”, as Campaign puts it.
For £8,035 plus tax – or just over $15,000 in Australian currency – the writer gets to present him or herself as a thought leader. Plus Campaign will buy them dinner and take their photo.
As Dr Mumbo’s tipster succinctly puts it: “Amazing!!”
The email:
The email from Campaign magazine
you do get a dinner and a professional photo too though
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Hi Nick,
For that price, I’d expect Gordon Ramsay to cook the dinner and Helmut Newton to take the picture. And he’s been dead for 13 years.
Cheers,
Tim – Mumbrella
Clothes on or off Tim?
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Shock. Writers are ‘content experts’.
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Nice money if you can get it. I know some industry mags have been charging US$25K for sponsored webinars. Sad!
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What a wonderful idea – I sent this invitation to my mate Jeremy Clarkson who immediately fired off a payment for himself, Richard and James. As I put down the telephone, I heard him say: ” Who was this again? “Campaign what?” “How much did we pay?”
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‘Cash for Comment’ gone rogue.
At least transparency gets a leg up, even if integrity has its hand up for a life guard.
GAK
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It could just be pay-to-feature branded content.
Very little difference between this model and paying to run advertorial or a story “brought to you by “… except it’s not clear to the audience that the space is paid for.
You’re paying for an ad page but using it to run an article that may or might not gain you cred.
As an editor I’m not a fan of it, though we’ve seen plenty of publications sell packages of ads + guest column or panel participation so their (advertising) partners can position themselves as expert commentators.
I know a few marketers who’ve built their reputations doing it too.
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Bought leaders
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Brilliant phrase. thank you, do you mind if i steal that? there are some LinkedIn #1 Voice / Power Influencers who need to hear this, lolz.
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This is an interesting idea, which I will pinch – if I can get away with it. Not the pinching bit, but the paying bit 😉
That said, I have long stopped accepting ‘content’ or ‘gifts’ from people seeking free publicity – book publishers, product makers etc. My simple rule is, “advertorial is published as a ‘free’ bonus for current advertisers only”. And it works as an advertising-sales incentive – and as a stopper on advertorial. I’ve found over time that most advertisers are more willing to pay for ongoing advertising than to invest time and effort in writing more than one initial advertorial!
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Out of interest, how much is the going rate for Mumbrella’s “native content”?
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Yeah, I got sent that too. Why would I pay 8 grand when I can post it on here for nothing? If what I’ve written is any good it will get shared anyway.
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Over at Mumbrella…
“‘People don’t hate ads’ – how media companies are creating relevance for marketers
While many ‘traditional’ media companies struggle to maintain profits, others are embracing the digital disruption and emerging technologies to shape a new future for themselves. Here Mumbrella looks at what this means for TV businesses and the way they sell and distribute their content.
August 31, 2017 11:00
Paid for by SPOTX”
How much did SPOTX pay out of interest? Are you disgusted at Campaign’s venality or just jealous of how much they can charge?
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Who knew!!! “… content is now an intergral pillar of marketing strategy…” How condescending to speak to Advertising professionals as if they are telling them a golden secret we are too caught up in our lattes and smashed avos to know. This statement shows how far Campaign Brief are from their target market. Sitting up high and allowing other professionals to be added to their app for a price! Their whole existence is based on the industry’s activities. Not paid commentary by anyone who can’t get voice, needs PR or can’t see the irony of paying.
Launch hot air ballon now.
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So basically, they’re just catching up to the mainstream media, although you don’t get a shareholding for your money. But, given enough funds, you could push your political (or any other) agenda in totality…
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So for enough money, anyone can be a ‘content leader’. The definition of pay-to-win.
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very good work!!!!!!
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