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Better than Plumb

Advertising complicates things, like my life

Kevin Ireton, editor-at-large

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I’m having a bad week. It’s my own fault; I understand that. I let the little things, like emails, get to me.

First, I got an email from a company that manufactures reclaimed flooring and that advertises in Fine Homebuilding. The writer was upset because his company wasn’t listed among the sources in Sean Groom’s article “Reclaimed Wood Is Beautiful and Green.” He said they were going to have to think hard about where they spend their advertising dollars in the future. I wrote back and explained that we don’t give preferential treatment to advertisers in our articles. I also tried to explain why our refusal to let advertising influence editorial content was ultimately in his company’s best interest.

Then I got an email from a man whose company was mentioned in Rob Yagid’s article “Amazing Countertops” but who was upset because we showed a photograph of his competitor’s products instead of his. I pointed out that we had featured his company several times in the past and that I thought it only fair to favor his competitor this time.

Finally, I got an email from a Fine Homebuilding reader who bought roof vents from one of our advertisers and who had just learned that his shingle manufacturer would give him only a five-year warranty (as opposed to 50 years) if he used those vents. The vent manufacturer said the shingle company does that just to force people to buy their own vents, which seemed a likely explanation to me. The reader was upset with the vent maker’s lack of sympathy for his situation. And he was upset with Fine Homebuilding for getting him into this mess. He said we have an obligation to “ensure that advertisers are truthful with regards to their products.” I found it curious that he expressed no ill will toward the shingle manufacturer, which seemed to me to be the most culpable here.

I’m pretty sure I would rather insulate crawlspaces with unfaced fiberglass for the rest of my life or tear off three layers of asphalt shingles from a 12-in-12 roof in the heat of August for the rest of my days than take on the responsibility of policing the nearly 300 companies that advertise in Fine Homebuilding and the gazillion products they make. As it stands now, any company that sells a building-related product and that ponies up the money can advertise in the magazine, whether I like their products or not.

Would I be happier if there were no advertising in Fine Homebuilding? Do I wish we could operate like Consumer Reports or Environmental Building News? No. I understand and appreciate the fact that my salary and bonus are both bigger thanks to our advertising revenues. But I also think the ads in Fine Homebuilding truly are a service to readers.

Building a house these days involves lots of decisions about what products to use. It’s hard to stay current on what’s available, and advertising helps you to do that. In the end, I’ll take the complications that advertising brings to my job over the alternative. But I am glad we accept only building-related ads. Even though I grew up on John Wayne movies (my dad loved him), I really don’t want to open up Fine Homebuilding and find a full-page ad for a commemorative plate with the Duke’s picture on it.

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Comments (1)

Ascania writes: Looking for an ad in a past Fine Home Building about a product that is good for repair of rotted wooden window sills. Cannot find reference or email address that I copied.
Ascania
Posted: 6:18 pm on July 20th

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