Is the future of journalism “advertiser-driven content”? The advertiser as publisher
The traditional firewall between editorial and advertising–a staple ethical and practical tenet of publishing for at least a century–is being breached, and Ground Zero for this incursion is online.
This leakage never, or only extremely rarely, would have happened in traditional print media, where the guardians of the firewall, including editorial staff but also ombudsmen and even publishers with a sense of moral rectitude, would not have permitted it.
However, online, the traditional rules are being dissolved. Experiments are taking place: website owners and online publications are seeing how much they can get away with (in breaching the firewall) before critical blowback goes nuclear.
But the question is, will it? Do the people accessing the digital world and getting the majority of their information from their smart phones and tablets–mainly younger people–know, or care, who writes the content they read? As long as they’re getting [free] information they find useful and/or entertaining, are they fussy whom it comes from?
All indications are that the answer is no.
Will this integration of editoriai and advertising become the new reality? Have we reached that point on the slippery slope where the only way forward is down?
These questions need to be asked.
Experts in the field–usually consultants selling their services–suggest a win-win: content that helps readers and viewers, but that also fulfills advertisers’ needs. Sounds good, but can this win-win actually be achieved? If it can, then why did generations of publishers and journalists labor so long and hard to create the firewall to begin with? Was their concern simply an unjustified fear that “truth” (that elusive quality) would be compromised by the profit motive of advertisers? Did they simply suffer from a phobia, like fear of flying, that had no basis in reality? Or did they know something that we’re in danger of forgetting?
I can’t answer these questions. But what concerns me–and should concern all writers who wish to make a living through journalism–is that the very nature and substance of journalism, as the West has understood it for 400 years, is under dire threat. It may be that what is in the best interests of consumers and providers of digital content is actually a death sentence for writers, who may be the gas lamp lighters and ice delivery truck drivers of the 21st century–anachronized out of existence. In fact, we already see this occurring now, with “customized content” delivered to your inbox by software whose creators or users have proprietary, for-profit relationships with advertisers whose “articles” are thinly disguised pitches that don’t even bear the warning “advertorial” label. (If Facebook knows that you’re into fly fishing, you may find yourself getting articles that look interesting but whose purpose is not only to inform, but to lure you to sponsoring resorts or fishing equipment.)
This revolution is happening faster than any layperson can possibly suspect. I mention all this not to point fingers, or to put things into blunt black-and-white terms when, in reality, things are more complicated. But we are entering a world in which discerning consumers of information must ask themselves a few questions:
1. Where is this information coming from?
2. Who wrote it?
3. Why is it being sent to me?
4. What was the motive of the person or organization who is sending it to me?
5. Has there been an attempt to influence my behavior?
6. Has this attempt been camouflaged in such a way as to suggest that the sender is not being transparent?
Informed consumers will demand these answers. There’s some evidence that this demand for greater transparency already is occurring (e.g. the fears of government intrusion into our phone and online conversations; the resistence to Facebook ads popping up in our feeds). However there may be considerably more evidence that, in the end, consumers, and especially young ones, don’t give a damn.
What this means for the world of wine writing is clear and ominous. Readers need to understand whether they’re getting untrammeled information and opinion from reputable, reliable sources they know and trust. Or, they need to understand if those sources are picking and choosing the information they offer based on payment. It’s that simple.