• Web Pro News, Friday, August 1, 2008 10:15 AM

How often does advertising covertly taint news coverage? You might be surprised. One in five senior American marketers polled in May said they had bought advertising in return for a news story about their company or product, per a survey by PRWeek and Manning Selvage & Lee.

Furthermore, 10% said they had an implicit agreement with a reporter or editor for favorable coverage in return for buying advertising. One in 12 provided valuable gifts in exchange for news coverage.

Consumers tolerate product placement in entertainment, but most would draw the line when it comes to news coverage where they expect at least ethical disclosure, if not complete objectivity. "Any kind of undisclosed paid placement spells trouble for consumers, the media and the marketing industry," says Mark Hass, chief of MS&L. A little more than half the respondents said they don't see ethical standards improving anytime soon.

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