• by May 25, 2005

ALL THE NEWS THAT'S FIT FOR THE PITS - We know fears about commercial avoidance are reaching new heights on Madison Avenue, but when a friend forwarded us a newspaper cover story today about a new initiative to promote the ad industry we were a little surprised by its tone and tenor, not to mention the strategy of the effort. "National Advertising Board Launches 'Advertising: Get the Message!' Campaign," proclaimed the headline of the story about the industry's new $32 million campaign, which the paper said broke in major markets nationwide on Monday.

"From lifesaving drugs to new diet beverages, advertising keeps you informed about the products and services you want to buy," attests the copy in a 30-second spot from the campaign. "But advertising can't work for you if you don't pay attention."

The campaign, launched by the National Advertising Board (NAB) also includes print, radio, TV and billboard ads, but inexplicably has no online component.

Why were we surprised by the effort? Because the concept seemed way too ridiculous, even for Madison Avenue. And because the only NAB we knew of was the National Association of Broadcasters. As it turns out ANA head Bob Liodice, Four As chief O. Burtch Drake, AAF President Wally Snyder need not fear being overshadowed by the NAB. The organization is fictitious, as was the story published in Wednesday's edition of The Onion, which describes itself as "America's Finest News Source," and which is certainly one of our favorites, though we try not to take it too seriously.

Then again, given Madison Avenue's preoccupation these days with attentiveness, engagement and involvement, maybe the campaign's not such a bad idea after all. As The Onion story suggests, "Despite the massive efforts of advertising agencies to analyze and exploit human psychology, advertising is more art than science."

And it may be nothing more than a send-up, but the paper's description of new "innovative advertising forms" like the "magalogue, the infomercial and advertainment" may be a little too real for comfort, especially after FCC Commissioner Jonathan S. Adelstein's remarks today about the "increasing commercialization of American media.

"We see reports of video news releases masquerading as independent, legitimate news," said Adelstein, in a speech made at The Media Institute in Washington, DC. Today. "PR agents pushing political and commercial agendas that squeeze out real news coverage and local community concerns; product placements turning news and entertainment shows alike into undisclosed commercials; and well-trained marketers preying on the unsuspecting minds of our young children."

As it turns out, it was another paper, one far different from The Onion, which published a story, which Adelstein said is making it difficult for consumers to believe any media.

The story, headlined, "The Media's Credibility Headache Gets Worse," appeared in the Sunday edition of The New York Times, and reported that another prestigious publication's -- Newsweek's -- Koran desecration debacle is contributing to a steady erosion of faith in the U.S. news media.

But it's no the "occasional errant stories" that had Adelstein up in arms, but the creeping commercialization of non-commercial media content - especially news programming. Citing the rising tide of product placement, branded entertainment and even video news releases that pose as genuine newscasts, Adelstein concluded, "It is a cardinal right of every American to assume that radio and TV programs that appear to be based on authentic editorial judgments of the stations are in fact just that, unless the public is told otherwise. After all, the most fundamental responsibility of broadcast stations is to serve the public interest, and broadcasters are accountable to their communities. We have a right to know that people who present themselves to be independent, unbiased experts and reporters are not shills hired to promote a corporate - or governmental - agenda.

Unless, of course, it's simply a good parody like the kind published by The Onion.