Magazine ads have me flipping out

I’ve been noticing a disturbing tread in my favorite magazines lately. I pick them up and get all excited that they feel a little heavier than usual. “This is great,” I think. “A double issue?” I ponder. As I flip through the magazine, it falls open to one page. A rather heavy page. No, I will not be getting any extra content this month. An ad printed on heavy-weight glossy paper is the only hidden “gem.”

Working on a publication, I can understand the importance of advertising. Papers everywhere are suffering because advertisers are using print mediums less and less. Perhaps I should be applauding companies who still contribute.

Here’s where it becomes a problem, though.  When advertising makes it harder to enjoy the intended attraction (TV, movies, magazines), then something must be done.  For TV, we know have enhanced fast forwarding techniques on Tivo and DVRs.  For movies, you can get to the show 15 minutes after the proposed start time.  In magazines, I have to rely on the power of my hand to rip these fortified pages out.

That’s right. I rip them out, and I enjoy it.  With them gone, I can fold back the pages of my magazine.  I can flip through and allow each page to catch my attention instead of having all of the pages in front of the ad fall limply into my hand.

Rest assured, the advertiser need not have made his ad in vain.  I use the torn out cardboard as a handy bookmark.  That’s advertising that won’t distract me from my magazine!