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Negotiating Rates: A Dissent
The expression "fouling one's own nest" takes on new meaning with the piece "Advertising: Negotiating Ad Rates" (Hands On, January). I assume the research for this was done with your own advertising space salespeople, because it sure wasn't done with mine.
Breaking the rate card is the best way to compromise a magazine in a very short time. Despite what your media buyers said, reputable business publications do not break their rate card. Those not so reputable always have and always will.
The editor replies: As a matter of fact, INC. has a policy against breaking its rate card, for the very reasons given by Mr. Coene. But, as he surely knows, the publishing world is bigger than INC. and Business Facilities Publishing Co., and a lot of magazines have begun negotiating ad rates "off the card" in the past couple of years. That is a fact we thought readers should know about, which is why we ran the item.
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