Last week, I blogged about
the fact that a certain careers website said that journalism was the
first worst job/career field right now, noting that, from the inside,
that was no surprise.
Well, I'm probably going to do a few follow-up posts, looking at more specific issues.
Today, I tackle where the editorial and advertising rubber
overlap on the same road, the good old "advertorial" content, as well as
a couple of other business issues.
Per a recent post on Bloomberg
about BuzzFeed, new media may be headed in an even more advertorial
direction. This should be of no surprise. A recent story at Editor and
Publisher said that many newspapers don't "get" either the traditional
web or various new media as being different enough in format from
hardcopy to call out for different presentation styles.
Now, a big paper like the New York Times has staff to create
graphics slideshows and more. A community daily, a six-day or five-day,
doesn't, really. A nondaily certainly doesn't. But, if readers who are
reading the nearest metro seven-day of any size see those, won't they
start expecting them from smaller papers, too?
So, per BuzzFeed, if smaller dailies want that type of stuff, it
probably will be an easy opening for online advertorial content. For
nondailies, it will probably be an issue of web news getting no more
than an Onion-esque first-graf look. Or else.
And, it's not just smaller dailies. I've already seen online
advertorial content at the Austin American-Statesman. In fact, it may be
easier to disguise the advertorial nature of online content until after
someone has clicked the link.
For nondailies, more advertorial content is probably going to
come via the newspaper oriented web content companies that host, and
provide support for, most nondailies that aren't part of big corporate
chains. Expect more advertorial video first. Slideshows second. Text
"news" third.
Meanwhile, advertorial's always existed in hardcopy newspapers,
and usually more so at community ones, and above all in smaller
communities that still had the fortune, or the misfortune (due to it
straining both papers even thinner) of competing newspapers.
Even when not part of explicit "buy a story, get an ad" special
sections, I've seen it. At my current newspaper, we got a fax last week
from the area's top renter and property manager. An official from said
company asked if we were aware that current highway construction
projects plus the pending work on a new power plant were likely to make
renting a better option than ever for homeowners who can't sell their
homes right now? Said official then said his company would like to
advertise in the same issue of our semiweekly that we ran a story about
this.
It's fucking disgusting, to be honest. The story line actually
isn't a bad one, though the highway projects don't have that many new
people in town, and we'll see on the power plant. But, that we the
newspaper will be that blatant (and not the first time) ...
So, journalists? Let's be honest and stop calling PR "the dark side." You're going to get expected to do more and more of it.
Part 3 ... advertising and circulation revenues ... is ahead.
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