I strongly believe that to really execute a solid marketing campaign, you need to have a mix of tactics.  Grass roots, PR, advertising, events and some new fangled thing called “social media” which we don’t know much about here, but LinkedIn tells us there are trillions of experts willing to assist you on.

When it comes to editorial, we constantly tell clients there are going to be things out of their control. Sometimes doctored photos make better news and… well, here’s where it gets interesting.

Steve Casimiro from The Adventure Life (a site worth reading for sure) pointed this out recently that the new cover with Lance Armstrong has been doctored, but at the same time, the adjustments were revealed.

Right off the bat, I didn’t realize what 38 BFD meant… which is a shocker, since I speak in acronyms all day long.

We’ve seen similar things happen to clients in the past, but without the disclosure on the cover.

Sooooo… who is in the right here?  Steve & Lance aren’t feeling the cover. But Outside did disclose the manipulation, on the cover itself, that the photo was doctored.

Tags: Action Sports, cycling, lance armstrong, media, outside magazine, photo manipulation, PR