1. Given that most of a magazine’s revenue comes from ads, would you be willing to turn down a large consumer advertiser because your readers may disagree with their product or business practices? Discuss the ethical, PR, and financial implications of your decision.
2. What challenges do specialized magazines such as Mother Earth News face when trying to entice advertisers? Create a pitch to a potential green-product advertiser stating the benefits of advertising in Mother Earth News.
Ogden Publications of Topeka, Kansas has been working in the green space for decades. Its most popular magazine, Mother Earth News, reaches about 1.85 million readers annually. It was started in 1970 around the time of the very first Earth Day and features projects you can do to reduce your impact on the environment. The company’s second most popular magazine, Natural Home, debuted in 1999. Natural Home is for those interested in “greening up” their suburban home. The key difference between the two magazines is that Natural Home is more focused on things one might buy—heating systems, cleaning products, appliances, and décor. Mother Earth’s readers tend to be a bit more hands-on with their projects. Ogden also publishes nine other magazines, including Motorcycle Classics for collectors and Utne Reader, for alternative media junkies.