NONE: Re: ONLINE-ADS>> Banner serving based on content of news...
Re: ONLINE-ADS>> Banner serving based on content of news...
Mark J. Welch (MarkWelch_at_MarkWelch.com)
Tue, 22 Sep 1998 05:47:01 -0500 (CDT)
Richard - you stated that the existence of "editorial calendars"
means that journalistic ethics are not violated by selling
advertising based on keywords.
An editorial calendar provides only a general description
of the theme of an issue -- not keywords from individual
articles. So you may buy an ad in the "graphics accelerator"
or "fax modem" issue of PC Magazine, but you won't know
if your ad will appear on the page about "3D gaming
accelerators" or "fax modems with speakerphone capabilities"
-- nor can you buy adjacency to the keywords "Diamond,"
"ATI," "U.S. Robotics," and "3Com."
The editorial calendar is a grudging concession by the
editorial department to the advertising department to help
sell ads. I recall a similar concession from my newspaper
days: the "theme special supplement" such as the
Christmas special section, which is filled with puff pieces
designed to support extra ad sales.
Jounalistic ethics exist along a spectrum. The fact
that some publications do something doesn't mean that
others don't view it as unethical. Trade publications
often have looser standards than consumer publications,
or news publications.
-- Mark Welch, http://www.markwelch.com/bannerad/
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