Last month, Rolling Stone offered ‘thought leaders’ the chance to write for their website, if they pay a £2,000 fee.
The writing opportunity was offered by the magazine, according to The Guardian, under the condition that the writers pay the magazine thousands of dollars. Rolling Stone suggested that the role of ‘thought leader’ would ‘shape the future of culture’, but has been met with backlash from many in the music and journalism industry.
Rolling Stone was established in 1967, known for authors like Hunter S. Thompson and Ralph J. Gleason. The publication reached out to would-be members of their new ‘Culture Council’, stating it is an invitation-only, exclusive group of ‘innovators, influencers and tastemakers.’ The company was bought by the Penske Media Corporation in 2017, when they acquired a 51% stake in the publication.
Figures suggest that these tastemakers would be required to pay a $1,500 annual fee, alongside $500 upfront. This would allow writers to ‘have the opportunity to publish original content to the Rolling Stone website.’ This would allow the members to ‘position themselves as thought leaders, and share their expertise.’
On the Culture Council’s website, it suggests to members ‘being published in one of the best-known entertainment media outlets in the world set you apart as a visionary, leader and bold voice in your industry.’ Additionally, members get access to an exclusive mobile app, and web decals for LinkedIn and Facebook.
Published pieces are not 100% guaranteed for tastemakers, with their website stating that you would have only the ‘opportunity’ for publication. However, the council does appear to currently have paying members on the site. Articles have included features on the future of cannabis, by a PR representative for a cannabis producer, and an article praising sports betting, written by the founder of an online sports betting company.
It is suggested that any paid content will be clearly signified and signposted, but it does take further research to see the specific nature of the author, and the reasons for publishing endorsed content.
“Rolling Stone does not allow paid content to run as editorial in any context whatsoever. Content created by Culture Council members exists in its own channel separate from editorial content and is clearly labelled as originating from a non-editorial, fee-based member network, which allows industry professionals to share ideas in a paid forum.” – PMC spokesperson
