STAR'S 'INDULGE" TRULY BLURS LINE BETWEEN ADVERTISING/EDITORIAL It used to be that readers could easily distinguish between editorial copy and advertising. It was assumed that editorial copy was written by journalists and ad copy was written by advertising agencies or special ad writers on the newspaper's staff. However, over time newspapers began purposely blurring the lines. Readers found editorial copy much more believable than advertising, so a trend began so that advertising was often made to look like editorial copy to the casual reader. In most instances, like in the Kansas City Star's Automotive Section, there was a small note at the top of the section clearly noting it was a "Special Supplement" developed by the Advertising Department. It often confused readers, but it was labeled as advertising. However, the Kansas City Star has now developed a glossy multi-section insert called "Indulge" that is delivered to less than 40,000 of the Star's very best customers. It is targeted specifically to high-net worth individual subscribers in specific areas. The Star calls "Indulge" "A monthly fashion and lifestyle magazine produced by the lifestyle staff of the Kansas City Star and the Star Co,'s Targeted Publications Department." Although the "Indulge" sections are intermingled with glossy full-page ads from such places as Macy's, Halls, Tivol, et al., and all the articles are puff pieces, the Star classifies "Indulge" as editorial copy. To further confuse readers, regular editorial columnists like Ann Spivak, Cindy Hoedel, Jackie White, Lauren Chapin and Hearne Christopher regularly contribute to the section. The line between editorial copy and advertising copy has officially been crossed with "Indulge." As newspaper revenues continue to decline readers can expect to see more of this deliberate blurring. The only losers are readers and the paper's editorial product.
