A couple of days ago I wrote an open letter to Mother Earth News, complaining about the cigarette advertising in their magazine – a magazine I had previously considered a model of leadership for “good living”.
To their credit, at least they gave me a response, even if it wasn’t the one that I’d wanted:
“Thanks for writing.
Our many decisions regarding whether or not to accept advertising from any particular company are seldom simple. Our readers come to us for alternatives. Our advertisers, knowing this, sometimes offer “alternative� tools, therapies and appliances that I, personally, don’t see as valuable and wouldn’t, personally, purchase.
Our acid test is whether the add is, on its face, misleading offensive or exploitative. We reject advertisers on these bases regularly.
Cigarettes are harmful to people who smoke them. It states this clearly on the advertisement you mentioned. American Spirit makes only the mildest and vaguest of claims regarding how “natural� the product might be. I cannot conclude that the advertisement in misleading.
The ad is, in our opinion, not offensive. However, this is the most subjective of our judgments and the one most likely to prompt a change in our position.
That leaves the question of whether cigarettes are, by their nature, exploitative. My colleagues include people who smoke, people who used to smoke but quit and people who never smoked. I respect the people in each of these groups for their decisions. Are the smokers being exploited by tobacco companies? I can’t see how. They pick up and light each cigarette with the full knowledge of its effect. No one is physically incapable of quitting.
We respect our readers for their ability to make decisions of this kind and we have elected to run these legal advertisements for a legal product whose negative effects are (unlike many other products’) clearly described on the advertisements themselves. I believe the ads are, in this respect, superior to ads for automobiles with excessive horsepower; fatty, over-processed foods; and inefficient appliances.
Furthermore, obviously, these ads and all the other ads allow us to distribute important information to millions of people each year at an astonishingly low cost to the consumer.
Bryan Welch
Publisher and Editorial Director
Ogden Publications, Inc.
1503 SW 42nd St.
Topeka, KS 66609
12 North 12th Street
Suite 400
Minneapolis, MN 55403
785-274-4308
Fax: 785-274-4309
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www.ogdenpubs.com”
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P.S. If you want to tell Mother Earth News how you feel about this, you can do so here.