We've got our table at the end user, our technical writer and my editor. At this point, the situation gets complicated and the threads that entrap them. The quality of the magazine from the standpoint of the user's interests end is directly related to the identity of technical writers and editors, which in turn are either not recruited for this market as other determinants: the relationship between production academic and the market in that specific area, the relationship between the journalist and academic themed monopoly on disseminating technical status disclosure the technique for the academic and journalist, among others.
These relationships, in turn, are influenced by the nature of the publishing market divugação technique, whose features are largely shaped by related industries, either as owners, sponsors or advertisers of the magazine issues.
A good scientist or technician in any field, accepted gladly the invitation to write a story for the Folha de Sao Paulo (in any of his notebooks, which are similar to regular thematic). For decades, this journal has cultivated the image of quality, exemption ("Leaf, tail stuck to the reader), opinion maker, as well as a forum for debate for elite. A good scientist, doctor or nutritionist writes for Fitness. "Get it wrong".
Not coincidentally, Health magazine has become a paradigm of bad quality editorial, the subject of scholarly articles and theses. In a gradient variations, this publication is situated on the edge of persuasive speech disguised as entertainment, entertainment associated with alienating conservative values, the blatant appeal to the emotional comfort that certain statements (false) cause, bordered on blackmail. All the clichés aesthetic, social and moral are there, in all editions, kaleidoscopically.
The problem is that a relevant part of the projects editorial in health, nutrition and training in Brazil, "saw Fitness." The formula is so successful that it attracted international investment: This year Brazil entered the giant Shape ( http://www.revistashape.com.br/index.php/master_page ) . The April implanted the Brazilian Men's Health about five years and she was far enough away from the American parent. In Men's Health, is invariably a "diet of the abdomen ( http://menshealth.abril.com.br/revista/28.shtml ). The Shape unabashedly brings the title of a proposal relating to "body toned without weight lifting" (I wonder if it would not fit a lawsuit for illegal practice of profissãoe quackery by CREF).
A strategy to understand the problem is the loss of advertising revenue of magazines and newspapers. With the diversification of medias and especially with the portals on the Internet, some substantial advertising budget on trade and industry has shifted to them. This budget atrophy may have triggered a funnel shape and content. It seems intuitive: the more money available, the easier it is to experiment with new and niche formats. The less money, investment tends to focus on safe return.
The output of traditional American combat this was raising revenue leakage back the advertiser to his "arm digital ". With the sites of publications, magazines (printed) return to vitality, reclaiming the lost advertising revenue for the printed version.
Perversely, this has not happened in Brazil. The effect was fully submit the publishing industry magazine industry topics, making it hostage to their interests. Thus, the uphill struggle for the establishment of the principles of neutrality, impartiality, and depth were critical drain below, along with advertising dollars.
Advertiser Brazilian, spoiled, have no interest in critical content in the magazine where advertising. The more "soft" (read: superficial and instantly perishable) are matters better, because the magazine is turned into a book publicist. Some catalogs are already advertising "face" of the magazine in our area, without the reader to give account of transvestism. Magazine or newsletter owners are not in themselves a bad thing: the U.S. industry supplements Vitamin Research Products has high quality technical newsletter, where renowned scientists and doctors write ( http://www.vrp.com/newsletter.aspx ). This is the opposite effect to that observed in Brazil: a consumer market demanding Forcaos industry to invest in information about and communication of quality to win the confidence user.
Instead of the virtuous circle commented on the first article in this series, what we see is a vicious circle: the advertiser spoiled invests conservatively in the vehicle more attractive and less critical cal as possible. The reader who has never been fully educated as critical and demanding consumer of information for decision making, buying the magazine and conservative surface, stimulating the tyranny of the advertiser.
How to combat this vicious circle? As alternatives to ensure publications charlatans in health? How to prevent good projects editorials deteriorate into a "boaformização? How do these healthy alternatives editorial projects economically viable?
questions that remain for the next articles.
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