The Summit Media publisher's group continues to receive emailsfrom 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 publishedon the October 2008 issue of YES!
Summit Media President Lisa Gokongwei-Cheng herself alreadyanswered the complaint of Angel's fans, particularly a certain Varga Torres.Ms. Lisa's explanation was published here on PEP (Philippine EntertainmentPortal) last Thursday, September 25. (Click here to read related article.)
PEP released a teaser last September 23 and we mentionedonly five of the 20 celebrities included in the YES! list—Kapamilya stars SharonCuneta, 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 wasalso done randomly. It was intended as a teaser for the October 2008 issue ofYES!
Contrary to the claim of Angel supporters, the young actressis included in the Top 20 Celebrity Endorsers for 2008; she is ranked 12thoverall. 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 thattheir 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, theirranking was based on the endorsements of each celebrity with "live contracts upto at least October 2008." Their past endorsements, which have alreadyexpired, were not included anymore.
As already explained by Ms. Gokongwei-Cheng, "YES! countedthe number of endorsements of each celebrity and asked around the advertisingindustry about their talent fees. The YES! team then multiplied the number ofendorsements versus the rate card inorder 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'sendorsements this year to YES! and enumerated these herself
Ms. Maglipon described the YES! list of Top 20 CelebrityEndorsers for 2008 as a "foolhardy task." As she wrote in hereditorial, "But no matter how studious the research and how accurate tothe 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."