Promo post for mag

In an effort to expand its two-year-old strategy of running advertiser-sponsored editorial features, Canadian House & Home magazine will create a new position, director of corporate promotions, effective Jan. 1.The post is to be filled by Kimberly McGuigan, who is currently...

In an effort to expand its two-year-old strategy of running advertiser-sponsored editorial features, Canadian House & Home magazine will create a new position, director of corporate promotions, effective Jan. 1.

The post is to be filled by Kimberly McGuigan, who is currently manager of new business development.

McGuigan’s role will be to identify and develop sponsorship opportunities for key clients, thereby generating ad revenues not tied to traditional ad sales.

An independently owned home decor and lifestyle magazine, Canadian House & Home, boasts a circulation of 109,700, 85% of which is subscription-based.

Since it began experimenting with the concept of advertiser-sponsored features in 1991, the magazine has run 15 separate features.

For example, it has run four multi-page sections on home entertainment in which the staff-generated editorial offers tips on how to throw a successful breakfast, lunch or dinner party.

The products of sponsoring advertisers, such as Kraft General Foods Canada, General Mills Canada and Waterford Wedgewood Canada, are referred to in the editorial copy and shown in the accompanying photographs.

In other instances, individual advertisers such as Gilbey Canada have been the sole sponsors of features showing how products can be used in various food recipes.

Advertiser-sponsored editorial features are a contentious issue in the magazine and newspaper industries.

Critics of the practice argue it diminishes the editorial integrity of a publication by confusing the reader as to whether what is written reflects the views of the journalist or the advertiser.

But McGuigan says it is indicated at the top of the page that the sponsored feature is an advertisement.