Essay Fifty

In March 2005, Diversityinc.com called out Adweek and Advertising Age for doing a lousy job of representing minorities in their editorial content (see Essay 14). MultiCultClassics graciously offered suggestions for enhancing the publications’ multicultural reporting (see Essay 17).

Based on viewing Adweek and Advertising Age since Diversityinc.com’s expose, it’s clear the two magazines are still light-years away from progress. In fact, it looks like Adweek is choosing to ignore the watchdog group’s scolding. On the other hand, Advertising Age actually appears to be trying. But the May 30, 2005 issue shows the complexities and contradictions involved with the effort.

The cover featured a photo and blurb announcing the annual Women To Watch special report saluting the industry’s female leaders — directly opposite a risqué photo of a bikini-clad Paris Hilton deep throating Carl’s Jr.’s big, juicy burger. One can only wonder what the Women To Watch women thought of the ironic juxtaposition.

In Adage.com, the editorial staff semi-bragged that the honorees included three Hispanics. Yet based on the photographs presented, there were zero other minorities selected. Granted, two of the women did not have headshots to accompany their tributes. And the photographs don’t reveal if any of them are disabled and/or lesbian, which would technically qualify them for additional minority status.

Surely the industry has at least one African American or Asian American woman worth watching. The question must be asked — Who the hell was doing the watching here? The special report stated, “A team of editors identifies women at marketers, media and agencies who have a strong track record and are poised for the next big step.” While Advertising Age’s editorial roster displays many female names, it’s interesting to note the columnists who warrant photos beside their bylines are mostly white men. Which implies Advertising Age, like the industry it covers, is a good ol’ boys club. Maybe the Women To Watch judging process incorporated a Photoshop® bathing suit competition or “Whom would you rather sleep with?” contest.

To contrast the criticism, Advertising Age also announced the hiring of Chiqui Cartagena as director-business development-multicultural. Cartagena’s responsibilities entail “growing Ad Age and Creativity’s business in the multicultural markets, which include Hispanic, African-American, Asian-American and gay and lesbian, through print and online advertising, custom projects and events.” Bet her coworkers have already nicknamed her “Chiqui the Chicky.”

Advertising Age is attempting to move forward and deserves a little credit for the endeavor. But if the publication really hopes to grow business in the multicultural markets, it must start with the black and white of its editorial content — and the white of its editorial roster. Then again, why should Advertising Age be any different than the advertising industry?

One final note: Attached to the May 30, 2005 issue was a complimentary copy of The Advocate.