American Heritage, the history magazine recently revived under new ownership, is gamely plowing ahead under the old-media dynamic — trying to combine editorial content with print advertising. Its current issue shows how stirring that mix can be.

Currently on newsstands is the magazine’s special Lincoln issue, focused on the 16th president. The Illinois Bureau of Tourism bought the back-page ad, depicting Lincoln with the caption, “Walk the same halls and streets that led him to the White House.”

On the flip side of that page, however, is an ad for a commemorative Civil War ring emblazoned with the Confederate Flag.

“It’s a little uncomfortable,” Edwin S. Grosvenor, the magazine’s editor in chief, said in a telephone interview. Mr. Grosvenor said he became aware of the advertisement, placed by the Bradford Exchange collectibles company, just before the magazine’s deadline and that he had to walk a fine line between generating revenue and maintaining editorial tone. You can read more about the magazine issue here.

Article Tags: 12 Point Type | advertising | History Magazine
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