by Michael Karam Twenty years ago, I was the editor-in-chief of Visitor, a
quarterly magazine published on behalf of the Lebanese ministry of
tourism. I can’t remember how I got the job, but I recall the previous
editor was leaving and he suggested my name to a rather desperate owner
(affectionately known as “the chief”), who had won the government
contract after decades of doing business in West Africa. The idea was he
would create the content and print the magazine and make money from
advertising sales.
It
seemed like a good idea. The chief presumed the ministry’s backing
would convince advertisers to place full-page ads, especially given
that it had been hinted the magazine would be placed on Middle East
Airlines, whose in-flight magazine – the perennially poor Cedarwings –
charged top dollar for a full-page advertisement. Hotels, car hire
companies, shops and the like were also in his cross hairs.
The
first reality check was when Cedarwings pulled some serious strings to
ensure Visitor never saw the inside of an Airbus. We didn’t really take
it too seriously and the feeling was this was just a misunderstanding
that would eventually be resolved. To soften the blow, the chief was
awarded another contract, for a business magazine that promoted Lebanon
as a financial hub with mouthwatering investment opportunities, and the
chief was assured all the top banks would advertise.