Ric,
I don't want this to seem like a personal attack. I've seen you're posts on other sites and have come to respect you knowledge of hunting. But, when we hear of comments such as yours, we need to clear the air.
We get this comment every once in a while about the advertising. It usually comes when folks haven't taken the time to really look it over and compare. Our policy is to not let the advertising go over 30% of the magazine. It never has and never will. Check out other publications. You'll find that 50 - 70% is the industry norm. Since we're a 208 page magazine, to keep up with the industry we'd have to have 104 - 145 pages of advertising. Wouldn't that be fun to read!
After that, start reading the articles and looking at advertisement placement. I recently read a pub that placed a two-page advertisement directly in front of a two-page 'article' about the same company. They continued to do this throughout the magazine. Do you suppose the readers are getting the most out of that publication?
Unlike other publications, we don't let the advertisers dictate what will be published in the magazine. We've lost support because of this policy and we've had a difficult time attaining new support from some companies because of the policy. These companies are used to other pubs bending to their every request.
So, why not change the policy? Because The VARMINT HUNTER Magazine® continues to be a benefit of the membership. Our members deserve the best. They deserve to know the truth, good or otherwise about products.
Tony Dorschner
VP, The Varmint Hunters Association
Director of Advertising, The VARMINT HUNTER Magazine®
800-528-4868
The Varmint Hunters Association
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