BLURRING THE LINES?: Magazines and other traditional media have leapt upon Web video, in part to maximize advertising opportunities. But Marie Claire’s new podcast series, “The Masthead With Marie Claire,” has raised questions about whether ethical guidelines separating advertising and editorial apply in the digital realm. The video podcasts, which are produced in collaboration with and boast impressive production values and “Devil Wears Prada”-esque flourish, are sponsored by Unilever with occasional chipping in by Diesel as “patron.”

Nearly every one of the eight segments so far has prominently featured Unilever beauty products in scenes with the magazine’s editors, and the most recent one included footage of the Diesel New York show, with Marie Claire fashion director Tracy Taylor explaining in the podcast, “What I love about Diesel….”

Occasionally, the placement of Unilever products seems to have required some effort on the magazine’s part — a junior fashion editor on location at the United Nations for a shoot extols Degree deodorant (a Unilever product) to avoid staining a garment, and style director Cleo Glyde holds up two Sunsilk products (once again, Unilever) to illustrate a point about the varying beauty choices of French and American women. Beauty director Didi Gluck, who has since left the magazine, holds forth on a Dove self-tanner, and even editor in chief Joanna Coles does her part in episode one with a Dove skin product (both, of course, Unilever). But much of the product-praising duties seem to have fallen upon deputy beauty director Genevieve Monsma, who calls one Dove product “one of my favorites,” and claims to have it in every sink in her apartment. Later that episode, she adds, “We’re actually not going to cover hair in this story, but I saw these great products that came in from Suave [from Unilever] that I thought we could chat about a little bit.”

The American Society of Magazine Editors, whose board monitors adherence to its guidelines for editorial integrity, has a set of “Best Practices for Digital Media,” which board member and Slate editor in chief Jacob Weisberg said soon will be revised to reflect technological change. “The principle is exactly the same….Readers and users have to know what is advertising and what is editorial on the Web, as in print,” he said. The ASME board has not reviewed the Marie Claire podcasts in particular, but Weisberg said: “It’s got to be separate. [Advertising] can’t include the editors and shouldn’t be produced by the editors.”

This story first appeared in the April 24, 2007 issue of WWD.  Subscribe Today.

A spokeswoman for Marie Claire said, “‘The Masthead With Marie Claire’ is a podcast that is designed as a television show produced for the Web. From reality shows such as ‘The Apprentice’ to scripted shows like ‘The Office,’ brand integration is the norm. ASME guidelines do not extend to podcasts and Webisodes.”

But Marlene Kahan, executive director of ASME, contended “the general codes do apply” to digital productions by members. “All online pages should clearly distinguish between editorial and advertising or sponsored content,” the ASME guidelines read. “A magazine’s name or logo should not be used in a way that suggests editorial endorsement of an advertiser. The site’s sponsorship policies should be clearly noted, either in text accompanying the article or on a disclosure page, to clarify that the sponsor had no input regarding the content.”

In episode seven, Monsma describes a Dove beauty junket in the Dominican Republic (two product launches, one “particularly novel,” another “really great”). She later says, “We can’t try absolutely everything that comes in, but [we try] the products that are notable for one reason or another.” Glyde replies, “By the time a product ends up in the magazine, you can be pretty sure that the girls have had a little bit of fun with it.” Or at least their publisher has. — Irin Carmon

WOMEN OF HONOR: Joan Didion isn’t much for keeping in touch, so she was surprised to be recognized for greatness in communications. The author was honored at the Matrix Awards Monday afternoon at the Waldorf-Astoria in New York. Didion, who was presented with her award by Nora Ephron, commented on the irony of accepting an award on communication when she herself doesn’t communicate. Case in point: Didion, in her brief remarks, told the crowd that sending an e-mail to her was like sending it “into a well.”

Such lightheartedness came in between emcee Rosie O’Donnell skewering Rupert Murdoch, who presented an award to Cindy Adams, and the New York Post at every opportunity. The comedian, who attendees described as funny but over the top, cracked on Murdoch’s Australian roots. O’Donnell called out Page Six editor Richard Johnson as he tried to make a discreet early exit and questioned his reporting techniques, implying a healthy sense of fabrication, complete with expletive.

She also took several shots at Donald Trump, saying she’d gone on a diet after he called her fat.

Though the awards celebrate prominent women in communications, some still had problems communicating. The perfectionistic Martha Stewart presented the award to Susan Lyne, president and ceo of Martha Stewart Living Omnimedia Inc. After nearly finishing her remarks, Stewart realized the notes provided for her at the podium were missing several paragraphs. She stopped dramatically in midspeech and fumbled for her own notes to finish up. “She tried for levity, but it was an awkward moment,” said one attendee.

Other Matrix Award recipients included “Today” show anchor Meredith Vieira; Arianna Huffington; Pamela Fiori, editor in chief of Town & Country, and Lisa Caputo chief marketing, advertising and community relations officer, global consumer group, Citigroup, and former press secretary for Sen. Hillary Clinton, who presented her with the award. — Stephanie D. Smith

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