I used to pose a simple question to my college students: "What is the difference between editorial copy and advertising?" Answers would come fast and furiously. My quick response was to use a simple quote: "Advertising you pay for; editorial coverage you pray for." If only things were that simple today. That huge concrete wall between what is advertising and what is editorial is really now more like a lace curtain; and it not only confuses students, but also confuses many business folks. Businesses and media outlets know that editorial coverage is far more valuable than advertising (some say up to 10 times more valuable). Articles in a publication are written by reporters and are far more believable to readers than ads. They are often considered unbiased third-party endorsements, versus paid ads where you can say whatever you want about your business.
Balancing Act How have many media outlets balanced the two areas? Many allow businesses to pay for coverage that looks like legitimate media coverage, but is actually an advertisement. The hope is advertisers will pay for coverage that looks like regular editorial coverage and so is more credible to readers. A few years ago, a physician contacted me about generating some media coverage of his practice. He was furious at the local newspaper. "Can you explain to me exactly why my competitor is mentioned in the newspaper every damn week and they never bother to contact me?" he asked. "I have no idea," I replied. "It doesn't make sense that they would quote the same person over and over. Usually journalists look for a variety of sources for stories." Then it dawned on me. This doctor thought the weekly "Health Talk" section was legitimate editorial copy. He never noticed the little "Special Advertising Section" headline. He had no idea the entire page was one big advertisement where health professionals paid to ask and answer their own questions. This was a doctor and he had no idea of the difference between advertising and editorial content. The average reader probably would also be clueless. Tune into a "talk radio" show on a weekend and the vast majority of them are paid hour-long spots. While some have "real" callers, others even have "fake" callers. Most of the guests on the show have paid the host to be on. They are really just 60-minute commercials disguised as normal call-in shows.
Eroding Credibility One newspaper in town lists folks who have been promoted at their respective companies. It used to be editorial copy, but today it is purely advertising. However, another business paper in town provides the listings for free as part of its editorial copy. TV stations run health segments that look like legitimate news, but many are really paid commercials for hospitals.
The average media consumer today is having a difficult time determining what is legitimate news and what is advertising. Because of that confusion, the media's credibility has diminished. According to a 2005 Pew Research Center study, 45 percent of Americans said they believe little or nothing of what they read in their daily newspaper, up from 16 percent 20 years ago. The lesson that businesspeople can learn by all this is that when you start to dilute your core product, you begin diluting your entire business. Sure you can branch out into other areas, but you cannot neglect the product or service that made you successful. It is a lesson that all businesses can learn. Don't compromise the long-term integrity of your product (and your business) for short-term profits.
John Landsberg operates Bottom Line Communications, a Leawood-based marketing communications firm (www.bottomlinecom.com). He also is an adjunct professor of marketing, consumer behavior and public relations at Baker University. You can reach him at [email protected]or (913) 338-5760.
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