169

Comment: The relationship between news and underwriters


Marketplace's policy, when an underwriter is the subject of a news report, has been to acknowledge that relationship on-air. We are reconsidering the policy, for this reason: There is no communication between Marketplace's underwriters and Marketplace's newsroom. There is no opportunity for an underwriter to try to influence news reports; a story involving an underwriter is reported in the same way as any other story. And credits throughout each show already identify Marketplace's sponsors that day.

Not everyone agrees. This week several listeners complained when Marketplace aired a report on genetically-modified crops and did not include an acknowledgment that Monsanto, the leading manufacturer of genetically-modified seeds, is an underwriter (A credit identifying Monsanto as a sponsor that day did air during the show).

So we'd like to ask you, as people who rely on Marketplace for news about business and the economy: What do you think? Are these acknowledgments useful? Are they necessary? Or do listeners understand, and are they comfortable with, the "wall" that stands between the business side of news organizations and their newsrooms? Newspapers, for example, rarely acknowledge advertising relationships when they report on an advertiser.

Marketplace, like most public radio programs, has many underwriters. So this question starts with a report involving Monsanto, but applies to a wide range of businesses. Thanks for your thoughts on this.

Update: If the subject of a report is an underwriter of our show, we will mention it on air and on our website.

Pages

james kendrick's picture
james kendrick - Aug 4, 2011

Yes I think you should acknowledge underwiters. The MacNeil/Lehrer NewsHour on PBS mentioned Toyota as underwriters while covering the news on accelerating gas pedals.
_______
James
<a href=“http://www.sexyeditor.com” rel=“dofollow”> cheap used cars</a>

Tim White's picture
Tim White - Jul 15, 2010

"Underwriter" is the PBS/NPR euphemism for "sponsor" or "advertiser."
Marketplace/NPR/PBS should NOT REPORT stories about those who pay your salaries, whether the payments are revealed or not, for the same reason surgeons don't operate on their own family members.

quitrombupep quitrombupep's picture
quitrombupep qu... - May 16, 2010

http://my.telegraph.co.uk/ydwj3k52803 ydwj3k52803 | <a href="http://my.telegraph.co.uk/ydwj3k52803"> ydwj3k52803 </a>
http://ajmclean.com/users/ggkadXjg quitrombupep1989 | <a href="http://ajmclean.com/users/ggkadXjg"> quitrombupep1989 </a>
http://ajmclean.com/users/Rfpiycxj ciapoollaten1982 | <a href="http://ajmclean.com/users/Rfpiycxj"> ciapoollaten1982 </a>
http://www.cavfanatic.com/libuvirri1970 libuvirri1970 | <a href="http://www.cavfanatic.com/libuvirri1970"> libuvirri1970 </a>
http://my.telegraph.co.uk/ihup6lek495 ihup6lek495 | <a href="http://my.telegraph.co.uk/ihup6lek495"> ihup6lek495 </a>
http://mipagina.univision.com/presadlaradoor1984 presadlaradoor1984 | <a href="http://mipagina.univision.com/presadlaradoor1984"> presadlaradoor1984 </a>
http://mipagina.univision.com/pawsiobronafsas1972 pawsiobronafsas1972 | <a href="http://mipagina.univision.com/pawsiobronafsas1972"> pawsiobronafsas1972 </a>
http://ajmclean.com/account ernosapas1978 | <a href="http://ajmclean.com/account"> ernosapas1978 </a>
http://www.us.splinder.com/profile/blacwecatnei1973 blacwecatnei1973 | <a href="http://www.us.splinder.com/profile/blacwecatnei1973"> blacwecatnei1973 </a>
http://www.cavfanatic.com/tdegvipocu1978 tdegvipocu1978 | <a href="http://www.cavfanatic.com/tdegvipocu1978"> tdegvipocu1978 </a>
http://ajmclean.com/users/S2NTKMDx postkeside1982 | <a href="http://ajmclean.com/users/S2NTKMDx"> postkeside1982 </a>
http://my.telegraph.co.uk/134nb65dz0d 134nb65dz0d | <a href="http://my.telegraph.co.uk/134nb65dz0d"> 134nb65dz0d </a>
http://ajmclean.com/users/RMoDDwHZ frigacdefuc1981 | <a href="http://ajmclean.com/users/RMoDDwHZ"> frigacdefuc1981 </a>
http://mipagina.univision.com/yllisalceso1989 yllisalceso1989 | <a href="http://mipagina.univision.com/yllisalceso1989"> yllisalceso1989 </a>
http://www.cavfanatic.com/slimtergohou1977 slimtergohou1977 | <a href="http://www.cavfanatic.com/slimtergohou1977"> slimtergohou1977 </a>
http://ajmclean.com/users/bIh06QK6 gestatenor1984 | <a href="http://ajmclean.com/users/bIh06QK6"> gestatenor1984 </a>
http://my.telegraph.co.uk/20xwpiy8i68 20xwpiy8i68 | <a href="http://my.telegraph.co.uk/20xwpiy8i68"> 20xwpiy8i68 </a>
http://www.us.splinder.com/profile/outmagkontvern1980 outmagkontvern1980 | <a href="http://www.us.splinder.com/profile/outmagkontvern1980"> outmagkontvern1980 </a>
http://my.telegraph.co.uk/xgepkbx94mo xgepkbx94mo | <a href="http://my.telegraph.co.uk/xgepkbx94mo"> x

John E. Clifford's picture
John E. Clifford - May 10, 2010

A sponsor should always be named. It's the only ethical course of action.

anonymous anonymous's picture
anonymous anonymous - May 1, 2010

Full disclosure is essential for creditability.

The Vanguard commercial is unbearable. It is pathetic how Vanguard wants to create the "Vanguarding" word. Basically, it pushes me away from their company each time I hear it.

Julie Kelly's picture
Julie Kelly - Apr 28, 2010

Full disclosure is the wall!

KD Segal's picture
KD Segal - Apr 25, 2010

This is simple enough, sponsors should be named at the beginning and the end of each story.

peyton wise's picture
peyton wise - Apr 22, 2010

My objection to the piece on genetically modified crops was not that you didn't acknowledge Monsanto as a sponsor, but that you mentioned Roundup - Monsanto's chief product - without mentioning Monsanto, and thereby allowing your listeners to draw the connection. You also quoted a member of the panel which wrote the report who happened to be from St Louis - where Monsanto is based, owns everything and everybody having to do with plants, and where the Biotechnology Information Organization (BIO), a major lobbying organization for biotech crops, also controlled by Monsanto, is based.
This person made an overly favorable statement about biotech crops, as did your report, which made far less of the negative implications of the report than did the New York Times or many of the other news outlets.
A MAJOR drawback of Roundup-Ready (as the herbicide resistant crops are called) crops is that they lead to more, not less, use of the herbicide and this has been leading for many years to Roundup resistance in weeds - a trend which will render the engineering useless, and which has Monsanto scared to death.
The news you did not, and have not reported about Monsanto is that they recently decided to drop the prices of some seeds sold in the US due to reduced demand (they have tripled the price of corn seed in the past 10 years after buying up almost all of the other seed companies with never a peep from the anti-trust folks). You also never followed up on a brief mention you made of a USDA hearing conducted in Ankeny Iowa over market domination by Monsanto, and you have said nothing, as far as I know, that a suit against Monsanto by a seed company in CA will be heard byu the Supreme Court on April 27. Justice Breyer has recused himself as it was his brother who made the ruling to which Monsanto is objecting (he recused himself from the decision over whether to hear the case), while Justice Thomas, a former Monsanto lawyer, did not recuse himself from that decision and will hear the case - we shouldn't have expected any better from him.
Monsanto has stolen the term "sustainable" for its greenwashing campaign (perhaps you should run that by your "Greenwash" brigade), but they are Public Enemy #1 for the real sustainable agriculture community in the US and around the world. There is nothing sustainable about having the world's seed supply dominated by one company or even a handful; or having most of the world's land planted to the limited selection of crops currently dominating the scene.
Biotech crops are more a way of controlling the seed supply than of improving productivity, and pests are able to develop resistance to them as easily as they have to the various chemicals peddled by Monsanto and others over the years.
Real sustainable farming involves seeds adapted to local conditions through local preservation, and involves working with natural systems to outwit the life cycles of the pests in question. A good example in the US is the Rodale Farm in Kutztown, PA; which has been farmed organically for many years and has yields equal to or better than anything Monsanto can boast.
Big Ag is against real sustainable farming because it invoolves local inputs and homegrown expertise and cannot be packaged, licensed, and sold for more than it is worth.
Dump Monsanto as a sponsor, or tell the truth and see how long they stick around.
Thank you,
Peyton Wise
Easton, MD

Ann Wakefield's picture
Ann Wakefield - Apr 22, 2010

I do not believe that a news report must disclose that a commercial subject is also a sponsor. I worked for newspapers most of my adult life, and the news departments were completely separate from advertising. Why should the news department even know who is advertising, let alone report it. A connection might require disclosure, but not that connection.

Pages