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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.
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Yes, please keep airing your disclaimers. I believe that it is good for your listeners who may not know of the “wall†that exist between your news and advertising groups. More importantly, you can be sure that Monsanto’s long range strategic marketeering culture will recognize your intent as well.
Better to draw your line in the sand now. When they (Monsanto) draw the line it’s always costly!
I have read too many articles about Monsanto and everytime I hear their plug on Market Place I change the channel. Monsanto's ad, in my mind, is false advertising. GM crop yields are lower than conventional crop yield according to independant studies. They are jacking up prices for seeds... they don't want to help the world, they want to dominated it and force all farmers to buy their seeds and their fertilizer and their Roudup insecticide... that's what it is all about. Monsanto is rubbing up against the respective Market Place name hoping to become known as a benevolent company. I hate the association completely. The first time I heard that plug I nearly gagged... I will just continue to change the channel anytime they start to play Monsanto's marketing lie.
And yes, I think Monsanto probably does influence how Market Place reports on Monsanto related issues. They have deep pocket and have huge influence on the government so yes I am sure they influence Market Place, regardless of "the wall".
Here is some info on Monsanto:
http://preview.tinyurl.com/monsanto-seed-empire
I think, relative to Monsanto specifically, it's important to recognize that Monsanto has, in the past, impacted the way in which their company was characterized in the news. I am referring to the case where Monsanto led Fox TV to fire two of its reporters for what they discovered and intended to report about Monsanto's use of BGH.
More info here:
http://www.foxbghsuit.com/
Yes. Keep the acknowledgements. They are important in maintaining Marketplace's credibility. I'm disappointed that you feel the need to ask. Makes me wonder what else is going on? Keeping your integrity and the confidence of your listeners must be top priority.
This makes me scrutinize my own action, or inaction. I have listened to Public Radio for decades and never contributed. This makes me realize that I must contribute, so you don't need to rely on the Monsantos of the world as much! I will take care of that today.
Yes, please continue to acknowledge underwriting received when those entities are the subject of a news report. I don't think it's right to compare NPR or Marketplace to profit-driven newspapers or other news outlets in this capacity. Many of these news outlets cater to the lowest common denominator in transparency and integrity in reporting and I expect NPR to do the opposite.
Just because newspapers don't usually disclose advertising relationships within news stories doesn't mean that the public implicitly trusts that the "wall" between the newsroom and the advertising sales department will be intact. That trust should only be rewarded to media that has earned it. I believe that NPR has earned that trust, but taking a step backwards in transparency will not enhance the public's trust, and may diminish it.
Many of your listeners may not know who Monsanto is or what they do, having only heard the very regular underwriting which includes Monsanto's own (vague) slogan. I'm glad you reported on them, to give your listeners a more detailed picture of who they are and what they actually do, and I hope you will continue to report the news about Monsanto in the future.
I think the acknowledgements are important, and would recommend you keep them. For the folks who are outraged at Monsanto's underwriting, and want to withhold their support because of it, I say "think again." Without the support of individual listeners in droves, Public Radio will be more dependent on corporate underwriting, not less. If you don't like the corporate underwriters, seek to replace them with yourself.
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