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When Media Dogs Don’t Bark


“Blame the press,” Daily Variety scoffed in mid-April, after several days of publicity about the automaker’s move. “That’s the latest coping mechanism for General Motors, whose slumping share price and falling profits have generated a wave of negative media coverage. … GM isn’t the first Fortune 500 company to retaliate against a newspaper’s editorial coverage by taking a punch at its ad division. But most companies understand the tactic just doesn’t work; it only generates more bad coverage.”

Drawing more attention to GM’s financial woes, the ad-yanking gambit is likely to backfire. But news outlets are far from immune to advertiser pressure.

The FAIR report, by Peter Hart and Julie Hollar, provides context with sobering information: “A survey of media workers by four industry labor unions found respondents concerned about ‘pressure from advertisers trying to shape coverage’ as well as ‘outside control of editorial policy.’ In May [2004], the Pew Research Center for the People & the Press released a survey of media professionals that found reporters concerned about how bottom-line pressures were affecting news quality and integrity. In their summary … Bill Kovach, Tom Rosensteil and Amy Mitchell wrote that journalists ‘report more cases of advertisers and owners breaching the independence of the newsroom.”

* Last July, “when furniture giant Ikea opened a new store in New Haven, Conn., the New Haven Register cranked out 12 Ikea stories in eight straight days – accompanied by at least 17 photographs and a sidebar on product information – with headlines such as ‘Ikea’s Focus on Child Labor Issues Reflects Ethic of Social Responsibility’ and ‘Ikea Employees Take Pride in Level of Responsibility Company Affords Them.’ The back-scratching reached its apex the day of the grand opening, when the Register heralded the arrival of Ikea and fellow super-store Wal-Mart and remarked upon Ikea’s ‘astonishingly low prices – a coffee table for $99, a flowing watering can for $1.99, a woven rocking chair, $59.’ Sound like an ad’ It was the Register’s lead editorial.”

* When a TV station in Kirksville, Mo., “ran a news report that quoted a company that didn’t advertise on the station rather than a competitor that did, the angry advertiser pulled its ads from the station. KTVO vice president and general manager Crystal Amini-Rad quickly apologized to the sales staff in a memo that also required news reporters to ‘have access to an active advertiser list of sources which you can tap into’ for expert opinion and industry comment – and told reporters that they ‘should always go’ to station advertisers first on any story.”

Such incidents are low profile, in contrast to the recent General Motors move against the Los Angeles Times. But the most insidious instances of advertiser pressure are the ones we never hear about – implemented with winks and nods or the simple tacit understanding that the media business is, after all, a business. In the mysterious case of why mainstream news outlets aren’t more aggressive in challenging corporate power large and small, Sherlock Holmes would probably conclude that the most profound clues are to be found when the media dogs don’t bark.

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