The Summit Media publisher's group continues to receive emails from die-hard Angel Locsin fans protesting their idol's "non-inclusion" in YES! magazine's list of Top 20 Celebrity Endorsers for 2008. The list was published on the October 2008 issue of YES!
Summit Media President Lisa Gokongwei-Cheng herself already answered the complaint of Angel's fans, particularly a certain Varga Torres. Ms. Lisa's explanation was published here on PEP (Philippine Entertainment Portal) last Thursday, September 25. (Click here to read related article.)
PEP released a teaser last September 23 and we mentioned only five of the 20 celebrities included in the YES! list—Kapamilya stars Sharon Cuneta, Aga Muhlach, Kris Aquino, and Piolo Pascual, and the lone Kapuso, Marian Rivera. (Click here to read related article.)
The ranking of PEP was in no particular order. Selection was also done randomly. It was intended as a teaser for the October 2008 issue of YES!
Contrary to the claim of Angel supporters, the young actress is included in the Top 20 Celebrity Endorsers for 2008; she is ranked 12th overall. Kris Aquino topped the list.
After knowing that Angel is indeed included in the list, some of her fans insist that she deserves a much higher ranking. They claim that their idol has so many endorsements tucked under her belt.
Ms. Torres even enumerated Angel's alleged 18 endorsements (she counted five Avon products separately), refuting the YES! claim that the young actress has only 12.
But according to YES! editor-in-chief Jo-Ann Maglipon, their ranking was based on the endorsements of each celebrity with "live contracts up to at least October 2008." Their past endorsements, which have already expired, were not included anymore.
As already explained by Ms. Gokongwei-Cheng, "YES! counted the number of endorsements of each celebrity and asked around the advertising industry about their talent fees. The YES! team then multiplied the number of endorsements versus the rate card in order to come out with an annual number."
As for Angel's case, according to Ms. Maglipon, it was actually Angel's manager, Becky Aguila, who forwarded her ward's endorsements this year to YES! and enumerated these herself
Ms. Maglipon described the YES! list of Top 20 Celebrity Endorsers for 2008 as a "foolhardy task." As she wrote in her editorial, "But no matter how studious the research and how accurate to the decimal point the final figures may be, I'm certain there will be managers, stars, and agents who will disagree passionately."
And in Angel's case, her fans.
Ms. Maglipon said, "You don't have to agree. But trust me, YES! normally gets it right."