March 13, 2007
Ever wonder how much of the dollars you spent at the Gap or on a red iPod or Razr through Product:(RED) actually goes to its intended recipient, the Global Fund? The answer is that it's extremely hard to tell, according to the Christian Science Monitor.
This story is in part a response to this piece in AdAge last week that claimed the program had produced $18 million, but at a marketing cost of $100 million. CSM debunks the $100 million number but can't offer its own. The left pounced quickly, but this is $18 million (or $25 million, according to CSM) that wasn't around before. Plus, as the story points out, the marketing included 10 miles of Gap storefronts with AIDS awareness messages.
Then again, NYT media columnist David Carr paints a "cheeky" picture of Bono working with Graydon Carter on Bono's guest-editing gig at Vanity Fair. The pictures that accompany the story are by Annie Liebovitz -- is that necessary?
Posted by Adam Graham-Silverman at March 13, 2007 02:22 AM