The media relies greatly on the profit gained from the advertising department, and could not provide the extensive services it does to the public without such a strong economic base. Readers and viewers would be left deprived of vital information as well as daily conveniences if this system was not in place to ensure well staffed, and well equip news teams. Though the marriage between advertiser and publisher is necessary to finance a well-rounded media, it is also a hindrance in the release of unbiased factual information to the public. The advertisers that are paying so much into a positive image as portrayed by the publisher, would not continue to place ads in a news paper that was causing a negative effect on their potential business; even if it was a generalized article that had caused this decline.
Advertisers pay into a positive editorial environment that is thought to be mutually beneficial and factually sound, but when a problem with that specific industry or location arises, the press has an obligation to the public to present them with all information pertaining to the incident. This dilemma also causes moral conflict with the journalist and his/her duty to remain objective and accurate.
In a developed and efficient newspaper, separate divisions in the various industries of the media are in place to ensure advertising is set apart and unrelated to news coverage. The business department takes charge of the advertising aspect, and the newsroom is left to cover the stories and events, each group respects the other's professional responsibilities; as should be standard procedure. Even being within earshot of an advertising/media conflict can compromise the authenticity of a factual article. Journalists in the newsroom are also advised against even the appearance of a sales presentation in their articles. Be it negative, or positive, the mention of a specific business could be controversial and draw business away from the advertising department. A policy is often times in place to ensure no work-related contact between the advertising and business department regarding the timing or content of news coverage.
Aside from these guidelines, the line between editorial content and advertisement has become static. For corporations willing to pay enough money, a mention of their business can be attained in the most read magazines or even public news stations. The desired appearance in press releases and other forms of written advertisement is for the actual name of the product or business to be as subtle as possible, and almost "hidden" in the message of the body. The achieved effect, for example, would be for the reader to walk away from the article having taken in the actual contextual message, but also somehow feeling the need to pick up some of Mo's fried chicken.
This "hidden advertising" is also achieved in through different means in the world of the Internet. Millions of Internet users write daily or weekly in web pages called "blogs" originally intended for an accessible online journal or outlet for thought. These blogs (short for web logs) are recently being used as a means for a specific type of hidden advertising that involves keywords in the text of the blogs being used as "anchor text" or click-able items.
These clickable words or phrases lead to the paying advertisers web page. When a person seeking information or advice on a specific topic, they will turn to a search engine to generate answers for their questions. Since blogs are updated and posted to constantly, as well as keyword-rich, they are often times what shows up first on the search results. So the unsuspecting seeker of information on "steam cleaners" will stumble on someones assumed personal blog where the writer is complaining about their steam cleaner, see a keyword that matches their search criteria that it is underlined in such a way that it is click-able, goes for the bait and the next thing they know they're pulling out their credit cards and ordering a new steam cleaner.
For the independent freelance writer, it is much harder not to bow down to the pressures of advertising. The monetary gain from succumbing to advertising pressure can be tremendous. Advertisers are willing to pay incredible amounts of money if it means that they feel that enough consumers will be exposed to the material. These advertisers also pray on the low income bracket such as the freelance Internet writers that are not being paid much to begin with, and offer those little more to incorporate the business' name in their writings and blogs.
Established media, newspapers, websites, e-zines, and other forms of news and information have a mention in their contract to avoid situations involving advertising pressure. They are able to keep their employees paid well (so there is no glistening incentive), and have a policy to enforce objective media, and advertising that is separate from the content offered. Advertising pressure will never be completely resolved, for as long as there are people, there will be corruption in the media, and bribes from advertisers. Media owners are advised to be proactive in their endeavors to stay clear of these pressures.
Having a vast assortment of clientele for their designated advertising section is one way to keep from being over-run by one company. Being reliant on one source for the bulk of sales puts the media owner at the mercy of the advertising client, and in turn could result in unwanted pressures. Any company in the business of offering information to the public should have clear cut boundaries between the business end of the media, and the news room.
