"Fashion Rocks" is Conde Nast's big advertorial extravaganza pegged to Fashion Week, when the magazine company can sell extra ad space to all its fashion advertisers in a fluffy, profile-heavy special supplements. But we hear that the staff of the Conde-owned WWD is currently embroiled in a mini-revolt, after they were ordered to write the copy for the 48-page Fashion Rocks supplement that went out with yesterday's issue. There's no reason an editorial staff should ever be made to write advertorial copy. The most egregious line-crossing of all: a full-page interview in the supplement with Richard Beckman, Conde Nast's own head of marketing. Beckman, of course, would be the mastermind of the entire Fashion Rocks campaign, so what the hell is a fluff interview of him doing in a WWD-penned special supplement, posing as legit editorial copy? Staffers there are asking themselves the same thing. They feel that Mary Berner, who formerly led Fairchild and WWD before it was all absorbed into Conde Nast, would never have stood for such a thing. On MediaPost yesterday, Ari Rosenberg decried the whole ongoing degeneration of the advertising/ editorial line. "Today's media-buying demand for a 'big idea' required to earn a media commitment, combined with a softer and more competitive environment, all driven by a sales force that has no idea who Henry Luce is, have publishers doing things not done before," he wrote. Which leads to this:
