The top news officials at the Daytona Beach (Fla.) News-Journal are denying a widespread report that the paper encouraged its reporters and editors to sell ads or subscriptions as a way to increase their paychecks. (Editor & Publisher, May 26th 2011)
One of the greatest consequences of the digital revolution, and the triumph of the internet specifically, is that content publishers who would never before have had the opportunity to distribute their product now have a viable medium through which to reach readers and consumers on a global scale. The previous barriers of bringing the contributors together, printing the information, and getting it into stores and news outlets have been circumvented – this has undoubtedly led to an upsurge in variety, creativity and individuality within the sector.
However, one age-old and ubiquitous barrier to true freedom of content remains: money, cash, the almight dollar, whicher guise you prefer. Unless the producers wish to forever stay limited to writing as a hobby around work, they must bring in revenue to support themselves and the venture to render it sustainable.
Advertising certainly seems like a sensible solution to this problem. Write what you believe in, and sell things quietly on the fringes. It does not have to compromise what you publish, and what you represent conceptually. However, as with all things in life, it isn’t quite as simple as that. Some of the core reasons can be summarised thus:
- Much of the available audience resents being targeted for commercial purposes, either out of principle or because it can become iritating, and may be alienated from a content resource due to the presence of a certain amount or kind of advertising therein
- The concerns that utilise advertising want to obtain as much exposure, space and impact as possible from their purchase, even if this risks compromising the content
- Certain commercial concerns will only work with publishers that they feel they share a common set of values with, or at the least do not proactively endorse controversial viewpoints
The potential outcome of this is that content publishers may either be forced to compromise their work in the name of financial security, or that certain players may be excluded from the success and audience they deserve by their own integrity. Neither is a desirable scenario for the reader.