An advertising editor's version of the "distress" signal

[spy]

The two-page ad for Conica running services appearing on pp. 6-7 of the December TFN issue appears to have been printed backwards.

In defense of TFN, it seems clear that the ad copy was delivered that way by the ad agency to the printer.

[MJD]

Re: An advertising editor's version of the

I just got November's on Thursday. I'll try to remember to look a month from now.

[tafnut]

Re: An advertising editor's version of the

Is spy copping an early plea bargain from an inside position?

[kuha]

Re: An advertising editor's version of the

No "appears" about it; the ad photo is absolutely printed backwards. Perhaps they are advocating a return to the old English practice of clockwise running...

[marknhj]

Re: An advertising editor's version of the

Got to be the printers fault. They're meant to have a bunch of check points in the bindery process plus print a dummy to check before printing. We make the occasional cock-up with our magazines but I don't recall ever seeing a backwards ad!

[guru]

Re: An advertising editor's version of the

I waited a day to see if anyone would pick up on the fact it was probably intentional.

Why you say?

Read the tagline: "All Sports Surfaces Are NOT Created Equal."

[tafnut]

Re: An advertising editor's version of the

Guys, guys, guys. Got my issue today. It is not, I repeat NOT backwards. That stadium is in Italy, where, as you well know, things go backwards, so the runners have to make RIGHT hand turns. C'mon, get with the program!

[The Kitchen Cynic]

Re: An advertising editor's version of the

>The two-page ad for Conica running services appearing on pp. 6-7 of the December TFN issue appears to have been printed backwards.<

Definitely backwards. But you wrote "running services" when you meant "running surfaces." It's okay, spy. Nobody's prefect. :-)

[spy]

Re: An advertising editor's version of the

If I were a magazine editor, I would NOT want the printer worrying about whether ad copy was forwards or backwards if it were supplied by the advertiser. What is the printer to do? Hold up publication of a magazine issue while waiting for an agency--which screwed up in the first place--to deliver a replacement?

It's up to the advertiser to check that detail ahead of time, just as it is the magazine staff's obligation to make sure the editorial copy is error-free when sent to the printer.

Fundamentally, the magazine's relationship to an advertiser is that of selling space. The advertiser can put ANYTHING they want in the space--within the limits of decency, of course--and if they want to print a picture backwards, perhaps they had a reason for doing so.

The printer is in charge of printing, nothing else.

[tafnut]

Re: An advertising editor's version of the

>>The >advertiser can put ANYTHING they want in the space--within the limits of >decency, of course--and if they want to print a picture backwards, perhaps they >had a reason for doing so.

Hey, they got us to notice it and talk about it, so I'd say they got exactly what they wanted.

[marknhj]

Re: An advertising editor's version of the

>If I were a magazine editor, I would NOT want the printer worrying about
>whether ad copy was forwards or backwards if it were supplied by the
>advertiser. What is the printer to do? Hold up publication of a magazine
>issue while waiting for an agency--which screwed up in the first place--to
>deliver a replacement?

It's up to the advertiser to check that detail
>ahead of time, just as it is the magazine staff's obligation to make sure the
>editorial copy is error-free when sent to the printer.

Fundamentally, the
>magazine's relationship to an advertiser is that of selling space. The
>advertiser can put ANYTHING they want in the space--within the limits of
>decency, of course--and if they want to print a picture backwards, perhaps they
>had a reason for doing so.

The printer is in charge of printing, nothing
>else.

>>>

I'm sorry but you're wrong.