The public perception of the media in this country is still that a high impenetrable wall separates the editorial and advertising departments of most credible publications. This is done in order to maintain credibility and independence and to avoid any conflicts of interest that may arise.
Yes, there have always existed a certain number of publications that have openly offered editorial space in exchange for advertising. These have traditionally been confined to niche publications with small circulation numbers, which would otherwise struggle to survive financially.
However, with media houses under severe financial pressure due to falling advertising revenues, a number of mainstream publications, the integrities of which were previously considered beyond reproach, have started blurring the line between advertising and editorial.
On a number of occasions over the last few months, after submitting what we believe to be quality editorial content on behalf of our clients, we have received responses to the effect that the possibility of them running the story would be greatly enhanced should our client consider placing some advertising.
Some publications are not very subtle about this approach either. Recently, on receiving a pitch to profile one of our clients, a journalist from a well-known consumer publication responded that while she was extremely keen on running the profile, the amount of space dedicated to the piece would ultimately depend on whether the client was willing to place an advert or not.
Now, as a public relations practitioner whose aim it is to ensure media exposure for our clients, I should be welcoming this relaxation of journalistic integrity with open arms. After all, with a bit of budget, it is now possible to secure editorial space for clients without too much effort. Editorial space offers far more credibility than straightforward advertising, so most clients would have little problem coughing up for this.
However, as a former journalist and a committed South African, this new approach worries me - a lot. The cornerstone of democracy is knowledgeable citizens and we rely heavily on the media to deliver this information. However, when the walls separating the newsroom and the bean counters begin to crumble, one has to wonder about the reliability and accuracy of the information we are receiving.
In my view, it is either one or the other. A news publication either respects the wall between the journalism functions and the business functions or it does not. The wall is impenetrable, high, and thick, or it does not exist at all.
It is simply not possible for publications to try to walk a slack wire across the abyss. It is like trying to be a little bit pregnant.
Besides the threat this approach poses to democracy, it is also incredibly shortsighted on the part of the publications themselves. A newspaper's credibility is its most vital asset. If readers suspect that the judgments behind the information and opinions are influenced by other than journalistic standards, the fall into the abyss will be swift and painful.
It is time for editors to take a long, hard look at their positions on this issue and rebuild those walls.
