WINTER
,
;—
(
•
•
•
Mr. Kogevinas of Time At-
lantic, when asked which
companies have asked to have
their ads not appear in the X-
Israel edition, acknowledged
that most were Japanese
corporations.
and Newsweek
Time
spokesmen said many of their
international editions offer
advertisers the opportunity
not to appear in certain coun-
tries covered by the respective
editions. However, no figures
or names of companies were
available to ascertain if
anyone has taken advantage
of this opportunity in other
editions.
Another curious "wrinkle"
in the X-Israel edition is the
cost. Mr. Kogevinas indicated
it only cost a few hundred
dollars less to have adver-
tisements removed from the
X-Israel edition. Acknowledg-
ing the savings were insignifi-
cant, he said he was in no
position to judge the motiva-
tion of advertisers.
Even stranger was
Newsweek's policy which
charged more. For instance,
Mr. Weisberg wrote that a
full-page ad in Newsweek's
European edition cost
$22,915 and seven percent
more ($1,640) to stay out of
the X-Israel edition.
Why would a company want
to pay more for less? The
Newsweek public relations
person said she would try to
find out. She didn't. She did
fax a prepared statement of
four paragraphs which made
these major points:
It was not the policy of the
magazine to participate in
any way in an Arab boycott of
Israel; the international issue
which offers advertisers the
X-Israel edition is only one of
many offered to customers
who may not want to adver-
tise in certain countries; of
the 800 gross advertising
pages run in the first six
months of 1990, only 1.87 per-
cent ran in the Europe X-
Israel edition.
The statement, of course,
raises many questions: Why
the totals only for the first six
months? How much money
does 1.87 percent represent?
Who were these companies?
What are the corresponding
percentages for other X-
editions? Why is Israel in-
cluded in Europe and not the
Middle East?
And, of course, was the deci-
sion made to cancel based on-
the publicity created by the
New Republic article?
Newsweek did not provide
the answers to any of these
questions. Instead, its
spokesmen reiterated several
times that the cancellation
decision was made for com-
mercial reasons. ❑
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THE DETROIT JEWISH NEWS
37