nonseng

Around the house / 28 February 2008

Issue:
Advertising and ethics of journalism

Problem:
Coke wants to advertise in your magazine but they have had enough of display page or double page spread. They want product placement instead, which leaves you (the writer) to write a short article, say, on '10 Best Summer Drinks' and mention Coke 3 times. The article won't even carry your name. Would you do it?

Position of Magazine lecturer:
Won't do it. It's unethical.

Position of classmates:
Won't do it. It's unethical. Some said, "oh no, that's wrong!" "it's unfair to the readers"

Position of Myra:
Meh... I'll do it.

Interest:
While everybody has the interest of upholding the ethics of journalism, I'm thinking it shouldn't be a problem if you had to become a ghost writer for Coke. They are the clients and clients are important to the survival of a magazine. Yes, ideally, we don't succumb to the needs of advertisers who want their product to be mentioned 400 times in an issue. Yes, we don't write an article about Coke right next to the article about diabetes.

I understand all of that but let's be practical and realistic. Clients make it work for magazines. Cover sales and subscription (if you manage to get any) will not cover the cost of production and administration. Paper is expensive, staff needs to be paid, contributors are expecting the cheques you owe them from 3 months ago, etc.

I'm not saying you should ditch the ethics of journalism. I'm saying don't be precious about it. Don't think of yourself. Think of the other people at the office, the readers, the magazine, the marketing, the breakfast after Monday editorial meeting, the runner-boy, etc.

Clients. make. it. work. Ok?

Be good to your clients. Being good will not only foster a healthy, long relationship with the clients, but it will also ensure the flow of pretty food baskets during the festive season. While you're happily munching on fruit cakes, your readers are happily paying $7 for your magazine (without ads? it could easily cost $21 per issue). Clients might also jump in as sponsors if your magazine wants to have a festival/competition/exhibition/etc. So it works out ok. No one dies during the process. Well, maybe the marketing executive and project manager will lah but I'll explain that in 'Handling Clients 101' later.

***
Disclaimer:

This write up was made possible with the use of Plowman's Issue/Problem/Position/Interest theory and Grunig's two-way symmetrical public relations model.

I might have worn my producer's hat while writing this. That might explain why I was so passionate about production more than creativity. Tee hee~!

Listening to: Daydreams by Adele