• by Wayne Friedman , Staff Writer, September 2, 2016

A daytime TV commercial on CNN for Thumbtack, a service where consumers can find high-rated local professionals, says in small, on-screen print: “Paid actors.”

I’d hate to see actors go unpaid. Work is work.

Then Donald Trump appears somewhat later at the end of the commercial block -- in a promotion for upcoming editorial content.

Though not quite advertising, Trump also needed a on-screen qualifier here like “real person,” “actual Presidential candidate,” or perhaps “promising business executive,”  I think.

Why? Because for a long time, Trump has admitted -- in TV interviews -- he didn’t need to pay for TV advertising. He has been getting free promotion through press interviews and via televised speeches at events.  With that backdrop, I believe Trump’s varied current TV appearances need to be affixed with some descriptors:  promotion, advertising, journalism, or something else.

Now Trump and his campaign have been spending money on TV advertising for the first time-- around $10 million or so in advertising in key states.  In theory, anyway. Politico says the total amount of buy is far less -- just under $5.3 million over a nine-day period.

No matter. TV consumers know what TV commercials look like -- and, hopefully, those dramatic-sounding political TV commercials. More subtle stuff can come on actual news content. Good TV journalists will do their job in asking tough questions of all candidates -- though consumers/voters will hear what they want.  

Perhaps future TV efforts should offer up some new on-screen labeling -- at least when it comes to promoting specific TV content.  In a noisy media environment, TV labels are good.

With a record number of impressions around much “earned media” -- the free stuff via TV interviews and the like -- Trump now believes he has broken new ground when it comes future political messaging. All good and well. Enjoy your expanded free speech.

But for those sleepy voters getting bombarded by all sorts of content -- earned, paid and otherwise -- a few new on-screen descriptors are welcomed.

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