Ben Bogardus, chair and assistant professor of journalism in the School of Communications at Quinnipiac University, told the Christian Science Monitor that the recent Rolling Stone controversy demonstrates that publicity of almost any kind pays.
“Media boycotts most often play into the hands of those who are being targeted,” Bogardus told the publication.
Despite being widely denounced for featuring Boston bombing suspect Dzhokhar Tsarnaev on its cover, sales of the Aug. 1 edition of Rolling Stone soared.
“You have a group that sees itself as anti-establishment anyway, and now here is an issue that the establishment is boycotting. This says to that desired demographic, ‘This is really something you should read,’ ” Bogardus told Christian Science Monitor. “You could not pay for [this kind of message-specific advertising].”
In addition, Bogardus told the online publication that the controversy revived Rolling Stone’s credibility with young people.