29 setembro 2005


Ainda a propósito do azul que invadiu os diários de ontem (parece que o Diário Económico resistiu, alguém confirma?): Product placement pushes into print: Revenue from product placements in magazine editorial copy - the stories and photographs - is expected to rise 17.5 percent to $160.9 million this year, and in newspapers by 16.9 percent to $65 million, says a report from PQ Media in Stamford, Conn., released in July.
The study measured all placements of products, whether paid for, exchanged in a barter arrangement, or included without compensation to the publication. It also counted such things as product reviews and photos of products provided by companies without charge.
Product placements, if done in exchange for payment, would violate the operating guidelines of most publications, which usually insist on a clear division between stories or "editorial copy" and advertising as a mark of responsible journalism.
An executive summary of the PQ Media report, titled "Product Placement Spending in Media 2005," did not specify any specific instances where products had been placed in a particular newspaper or magazine in return for payment.

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