Question

Topic: Advertising/PR

Use Of Magazine Editorial In Company Communication

Posted by Anonymous on 4/21/2010 at 7:13 AM ET 125 Points
We had one of our products recently tested by a major consumer magazine and they top rated it. They featured it in their magazine and online. We want to do a direct mail piece and also a point-of-purchase card referencing this. I know we can’t use their logo, is there anything else we cannot do? Can we mention the magazines name in the headline?
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RESPONSES

  • Posted by mgoodman on 4/21/2010 at 7:23 AM Accepted
    I can't think of any reason why you can't use their name in your headline, as long as you don't denigrate them or use their name to suggest more than what they did/said about your product.
  • Posted by Jay Hamilton-Roth on 4/21/2010 at 9:28 AM Member
    I seem to remember that Consumer Reports doesn't allow their name to be used in advertisements (contact their PR department for specific rules). That's why companies that had products that have been favorably rated use a phrase like "major consumer magazine".
  • Posted by Peter (henna gaijin) on 4/21/2010 at 11:13 AM Member
    Most magazines, for a nominal cost, will make reprints of magazine articles for you. These include logs and everything. Contact the editorial staff.

    If it is Consumer Reports that did the review, I don[t think they do this. They act differently than most magazines (they are not for profit, for one). But as said above, contact the magazine directly and they will tell you what is allowed and what isn't.
  • Posted on 4/22/2010 at 1:53 AM Accepted
    You need to go directly tothe magazine and ask them both of the qustions you pose...logo and name. On most parts they would see this as favourable that you are cross promoting their name even further.

    Any magazine taking legal action has to prove that they have lost something in order to create a case.
    In this instance they should gain...

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