• by David Goetzl  @dgoetzl, July 25, 2008

The media was certainly captivated this week by news that product placement was making inroads in news. Word came that anchors of a morning newscast in Las Vegas were delivering the stories with easily identifiable McDonald's coffee cups in front of them.

Obvious statement: That doesn't exactly adhere to the traditional divide between so-called church and state, between journalism and commerce.

Still, the top executive of the station's parent company acknowledged that the broadcaster wasn't ignoring the separation entirely--saying the iced Mc-Coffees would only be on display during lighter, lifestyle-type portions of news, and not during hard newscasts at 5 and 10 p.m.

The New York Times quoted a consumer activist blasting the maneuver, saying it "raises very troubling questions."

But in light of all that's going on with product placement's increasing march into so many corners of TV, should it be much of a surprise that news could be a new frontier?

Not really.

And is it fair to single out the station in Vegas--and apparently the several others around the country where McDonald's products also sit on the desks during morning shows--for criticism?

Again, not really.

If those newscasts are truly focused on fluffier topics--perhaps a healthy dose of celebrity coverage--rather than the war in Iraq or the fate of Social Security, then it's fair to lump them in with the rash of evening entertainment newsmagazines such as "Access Hollywood" and "Entertainment Tonight." And product placement has been a staple on those for some time now.

One of the latest examples came July 9 on "ET," with an anchor abdicating duties and tossing it to a pair of M&M's--yes, animated red and yellow ones--to introduce a segment on summer vacations (one of the top product placements of the week, according to measurement firm iTVX).

Here's how it went down:

The "ET" anchor in the ever-exuberant fashion says, "Having troubles making summer plans? Our special 'ET' reporters--"Red" and "Yellow"--have a few ideas for you."

Cut to the animated red and yellow M&M's on a beach cracking a few jokes about their summers. Then, they offer a lead-in to a segment on what Hollywood stars are doing this July and August. "Let's see what some of our favorite stars have planned for their summers," "Red" says.

Then, after that promotional interlude, came a traditional "ET" segment with quick-hitting celeb interviews. Teri Hatcher says she's soon going to Africa, Vanessa Williams is working, Adam Sandler is teaching his son how to swim, Vanessa Hudgens is touring ...

From the perspective of the marketers at M&M's, it was a chance to link their brand with popular celebrities. For "ET," it was surely added income. For viewers, it wasn't much of anything.

Although M&M's are said to melt in one's mouth and not in one's hand--seemingly ideal in the summer heat--is it likely that talking candies on an entertainment newsmagazine are going to persuade people to buy a pack?

Not really.

What is for certain is that product placement on news and newsmagazines is likely here to stay.