News Media Management: How Mass Advertising is Compromising Editorial Integrity

Newspapers are a powerful profit-oriented propaganda system which generates majority of its funding from advertisers (70-80%) and not readers as commonly assumed. So since the organization is dependent on advertisers for investment, the model would expect them (newspapers) to publish news that would reflect the businesses’ desires and values. Hence advertising subsidizes the cost of printing and distribution of newspapers in the hope of making profit, rather than having subscribers cover full costs. This is not only restricted to newspaper or print houses but also in broadcasting agencies.

The reason why advertisers bank heavily on print media is because it is aimed at a specific audience and caters to a certain class hence it is easier to track potential consumers and their line of interest. For example: people who read the Business Standard or Economic Times can be used to expose to advertisement for banking and investment companies. It also helps to tap customers according to the reach/distribution of the paper and help publish an ad for example, an opening of store in that particular region. On top of it, placing an ad in a newspaper is highly affordable and effective.

Advertisers often engage in influencing the content either unknowingly or tacitly, kill stories which aren’t in their favor and promote those which are. This scenario is also known as direct economic censorship. For example: an article exposing malpractices by advertisers will never make a cut in any newspaper organization and will risk losing large chucks of revenue in the process. 

The editorial and advertising content is usually given a 60/40 quota; thus in favor of journalistic content. Yet, newspapers are tempted to print more advertisements as it means greater capital leading to greater expansion and revenue. Although the quality of material published forms the basis of a good newspaper, the focus lies mainly on making the advertisers happy rather than the journalistic content being pure. For example: an increase in the celebrity and lifestyle news involving some kind of promotion of a product or service over the years.

Editors often have to bare the blunt of such situations. They struggle in keeping a balance between advertisers’ demands and audiences’ expectations. By being the uncomfortable middlemen, editors try to resolve matters in the newsroom away from public eye, try to preserve their moral structure and not travel down the unethical line.

In some cases, journalists are unaware of advertiser’s influence and pressure on the editor and may be asked to write about a topic which aligns with the motive of the advertiser. For example: They are ordered to write about the benefits of applying hair oil. The item will be published next day with close proximity to a hair oil brand ad on the same page. This form of subtle manipulation is practiced with the aid sending out press releases by Public Relations agents.

Public Relations teams or companies are constantly on their toes to publish new and interesting positive news frequently, so that the company that they work under gets attention in the media circle. They try to keep good relations with journalists and in some cases even gift to lure them into writing about someone or something. Press releases are their major tool as they draft it in the form of an encouraging report. However, it is in the hands of a journalist to judge the newsworthiness, not lift the content up as it is and do in-depth research before publishing it.

Another form of unethical journalistic behavior is paid news. Content which is disguised as a news article but in reality is an advertisement without the tag. Journalists usually engage in such an activity due to goodwill or return a favor of media dinner, foreign trip etc. sponsored by their client. There are also situations where during elections press houses offer packages and rates to politicians for positive news coverage. 

This sort of a practice is considered highly manipulative as it deceives readers of the actual news and directs them in their favor. Secondly, the process is considered to violate tax and election spending laws as newspapers have high influence on voters. Readers are mostly oblivious to such news stories being false, biased and paid for. For example: Media practitioners claimed that during elections paid news is used heavily and discreetly for campaigning. Even during a launch of a product/outlet, celebrities are paid to promote it so that the event gets featured in the entertainment section of a newspaper.

Advertorials, also recognized as an advertising feature are items in the newspaper where the tone of content is closer to a press release of a certain topic rather than an objective news story. This is a recent tread which is highly practiced by companies who want to advertise a new product or celebrity and attract readers by offering a fee ranging in lakhs to the press house. This points out, how big businesses have the power to bring change and influence the practice of ethical journalism. It is different from paid news as is not a punishable offence and the editor doesn’t have anything to do with it. It is completely done by the advertising department. A byline is never given and sometimes it is even mentioned above the article that it is an advertorial. Bombay Times clearly mentions on top of the newspaper below the headline that it is an, “Advertorial, entertainment promotional feature” as it publishes stories about movie stars, beauty products etc.

Unethical news coverage is not always initiated by advertisers. Sometimes even reporters publish stories that purposely flatter current or potential advertisers by puffing up pieces to increase ad revenue. This form of self-censorship also includes publishing fake stories, fabricating news, passing it on as legitimate and killing certain unfavorable stories.

By now, it is obvious to understand that achieving editorial independence from advertisers a difficult task. Ads will inevitably play a huge role in providing revenue, publishing beneficial news and influencing readers directly or indirectly. It is a vicious cycle that is likely to continue forever unless financial factors are compromised for clean-crisp journalism and news is plenty, enough to cover the advertising space. Then again, no organization can stand steady for long without a strong backbone, which is finance. As long as this equation doesn’t go out of control, editors take a stand to face ad pressure, reporters remain reticent and public be able to differentiate the type of news; it is alright. 

Maintaining journalistic integrity in such an atmosphere means facing a real threat to the livelihood of a reporter. Everyone is likely to slip, be manipulated or lured by gifts and friendship. However, he/she must be smart enough not to be blacklisted, put to shame and lose their hard earned reputation in the process. Editorial content and advertising can co-exist safely if held together by a strong belief system and boundary.