NONE: Re: ONLINE-ADS>> $1,027 - the price of journalistic ethics?
Re: ONLINE-ADS>> $1,027 - the price of journalistic ethics?
Sharon Tucci (CEO_at_ergodynamix.com)
Wed, 31 Dec 1997 09:18:53 -0500
>This is a Really Big Issue on the Internet.
Mark, I don't necessarily agree with this being such a big
issue or that it is unique to the Internet. Let me explain...
As an online publisher with a current reach of over 50,000
weekly, I find myself having to do judgement calls on a daily
basis.
The key in making recommendations - whether referral fees are
paid or not - is whether it really IS a valid recommendation.
For example, in one issue of "All About Money", we mentioned
Cybergold. I would never have considered an arrangement for
receiving referral fees because of my own skepticism about the
program at the time. (This was months ago.) On the other hand,
when we included a review of book associate programs, with a
focus on Spree (which is the associate program we decided to go
with), we did provide a link where we would earn commissions.
But we also provided links to other sources where we would not
receive compensation.
There is not just the issue of referral fees, but the non-
monetary compensation offered to writers, columnists and
publishers. I've received many software programs, books and
other items - free of charge. (Presumably with the hopes that
we would include a glowing review of the product and recommend
it to our readers.) This is nothing new or unique to publishers
on the Internet. There is also the issue of reciprocal plugs
(where someone asks, you recommend us to your readers and we
will do the same).
In the case of receiving freebies or review copies of items,
is a writer/columnist/publisher at risk of cutting off their
supply by writing a bad review? Or is it easier just not to
review a product if that review would be negative? By merely
accepting a free product is a writer/columnist/editor
jeopardizing their objectivity? For example, if I purchased
a software program and was extremely dissatisfied with it,
I'd likely tell my readers about it. But if I received the
program free, would I be as likely to inject the same amount
of negativity in the review?
Publishing and editing is a constant judgement call. You can
kill your reputation and your credibility overnight by making
a bad recommendation - whether you are or are not financially
compensated for it. I do believe that it was a bad judgement
call on behalf of InfoWorld's editor-in-chief to praise the
columnist for the financial return associated with the plug.
Sharon Tucci
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