Guest presenters, guest editors. If a concept is tired, then get ‘em in.

It’s a quick fix that is extremely popular amongst BBC executives as  they alternate the hosts and editors on some of their biggest programmes; Radio 4′s Today Show, Have I Got News For You and Never Mind the Buzzcocks. It’s clear that with the BBC this is a direct appeal to its audience. Freshen up the show with someone/ something a bit different. No problem there.

Is it as easy to call with The Independent, guest edited this week by Elton John on the occasion of World Aids day and generating 10,000 extra sales for the paper?

Proceeds from the paper go straight to the Elton John Aids Foundation; we’re told on the front cover, but I get the feeling that many will question whether this is an altruistic act.

Initially I thought that, in the face of declining sales, it’s merely piggy-backing on a terribly sad and desperate cause. Why ask Elton to guest edit? Surely he could just write a column, Simon Kelner doesn’t get a day off and the proceeds could still go to the charity. It’s been done before too. Bono in 2006, only that time just half the revenue from the edition went to the Global Fund to Fight Aids.

Altruism or not, I don’t think it matters. By featuring a hugely important cause on the front cover and by donating proceeds to EJAF I think that they are entitled to any subsequent spike in sales, should there be any. Elton guest editing certainly doesn’t improve the quality of the paper and it won’t change tomorrow’s paper which ultimately affects circulation figures.

Elton’s day at the office will only contribute to more sales on the day and that’s a great thing. Furthermore the profile of the charity and the cause has been raised on a day when otherwise the blanket coverage goes to cables and snow.

Post written, i’m off to watch Tim Westwood host Never Mind the Buzzcocks on iPlayer

Picture credit: Flickr; Lammy831