Blurring the news/advertising line: Is it on the increase?

[pwynnnorman]

I'm not even going to mention the name here because I do not not not want this to be about the animal, who is very deserving.


...proven himself not only in the competition arena but also as a sire who has shared his temperament, brain, and stunning good looks with countless offspring of mares of various breeds.


My point in posting this though is because I am, frankly, a little shocked by this appearing in The Chronicle, and I'm hoping it just slipped by and isn't a sign of things to come. There is another publication out there which lets this stuff get by all the time--in fact, I've suspected it actually profits from such lack of objectivity. I sure do hope that times aren't getting so bad that this kind of thing is on the increase elsewhere, too.

And that's why I'm posting: to find out. Are you reading more of this kind of "editorializing" tone these days? Are you finding more publications writing stories "for" advertisers? (Wait, now. This was NOT NOT NOT the case in the following instance, OK? The exerpt was based on a legitimate news story.) But given the economy, I do think the questions I'm wondering about are relevant.

How readers receive such stories would be interesting to get a feel for, too. Have those of you who've used them (as I said, some publications do them routinely) gotten a good return?

[PineTreeFarm]

I don't see this as much different from articles about Equitation riders that mention their trainer, several coaches, the barn they board at etc. etc.

Same thing for Hunter articles. Trainer, rider all discussed in the article.

If the subject of the article is a 'working student' the name of the farm they work for is going to be mentioned.

[YankeeLawyer]

I see a distinction between reporting objective facts and sugarcoating those same facts with hyperbole.

[pwynnnorman]

Yeah, that's what I mean, Yank. H&SH and Horse of Delaware Valley do it a fair bit, but I'm pretty sure it involves exchanges (advertising). COTH doesn't do that, as far as I've seen--which is why I think this one just slipped past someone--but I don't read every horse mag out there, so Im' wondering if this is becoming more common.

No takers? :(

[Evalee Hunter]

. . . . There is another publication out there which lets this stuff get by all the time--in fact, I've suspected it actually profits from such lack of subjectivity. I sure do hope that times aren't getting so bad that this kind of thing isn't on the increase elsewhere, too.

. . . . Are you reading more of this kind of "editorializing" tone these days? Are you finding more publications writing stories "for" advertisers? (Wait, now. This was NOT NOT NOT the case in the following instance, OK? The exerpt was based on a legitimate news story.) But given the economy, I do think the questions I'm wondering about are relevant.

How readers receive such stories would be interesting to get a feel for, too. Have those of you who've used them (as I said, some publications do them routinely) gotten a good return?

Bolding was added by Evalee Hunter in the above quote.

pwynn, I THINK I know what you are saying but I find what you wrote very confusing. I have bolded what I found confusing. For example, don't you mean lack of objectivity? This kind of thing isn't on the increase? Don't you mean is, since you already had the negative aren't? Don't you mean preceding instance, rather than following?

We did participate in the Horse Health Care issue of NJ Horse about two years ago (we do layups) - every advertiser got an editorial writeup in the paper. It did not result in any business.

[Oakstable]

There is a magazine in California that is very much a vanity magazine. To get mentioned, you buy an ad. You want more exposure, you buy a bigger ad. Want to be featured on the cover, now that is a really pricey ad.

It's just part of the magazine publishing ethic, IMO.

I worked for daily newspapers. Our ethic was to ignore who is advertising when we looked for sources for our stories.

There was a "Berlin Wall" between the ad and news departments.

[pwynnnorman]

Bolding was added by Evalee Hunter in the above quote.

pwynn, I THINK I know what you are saying but I find what you wrote very confusing. I have bolded what I found confusing. For example, don't you mean lack of objectivity? This kind of thing isn't on the increase? Don't you mean is, since you already had the negative aren't? Don't you mean preceding instance, rather than following?

We did participate in the Horse Health Care issue of NJ Horse about two years ago (we do layups) - every advertiser got an editorial writeup in the paper. It did not result in any business.

Oh, yeah. Careless me. That's what I meant. Thanks. I'll edit.

[MagicRoseFarm]

There is a magazine in California that is very much a vanity magazine. To get mentioned, you buy an ad. You want more exposure, you buy a bigger ad. Want to be featured on the cover, now that is a really pricey ad.

It's just part of the magazine publishing ethic, IMO.

It is done more than we realize, Dressage Daily does it, as do some writers for the national magazines I can think of, as does literally every regional magazine I know.

I know of many who have been interviewed for articles who were almost simultaneously approached (to the point of their annoyance) with deal after deal for reduced advertising. I have often wondered if the results changed the writer's slant.

one hand washes the other...

On the darker side, I can think of one photographer who has given me a very difficult time allowing photos to be published after I would not sell her one of my broodmares..

Unfortunately if you don't play, it can happen in reverse too.

[buschkn]

Bolding was added by Evalee Hunter in the above quote.

pwynn, I THINK I know what you are saying but I find what you wrote very confusing. I have bolded what I found confusing. For example, don't you mean lack of objectivity? This kind of thing isn't on the increase? Don't you mean is, since you already had the negative aren't? Don't you mean preceding instance, rather than following?

I think it was pretty easy to get the idea of what the OP was inquiring about. I am not sure why you felt it necessary to play school teacher here. Must everyone nit pick all the time about everything anymore? Again, oy vey.

As for COTH, I don't recall what stallion it was, but think I remember reading that. It does seem odd but I have never noticed anything untoward in COTH before so I doubt it is noteworthy. Good point about trainer's being mentioned. That happens all the time. Never thought about it from an advertising standpoint. hmmm.

[alliekat]

I worked for a Non horsey publication for 3 years as a marketing consultant. You would be surprised at some of the tactics they would have us use to sell the ads, and yes one of them is to give additional exposure in write ups. Also most of the "stories" were paid for. They will do almost anything to sell you a year long ad. You would be very surprised to find out what is "paid" for and what is not. Even down to the social pages. Look at who is "high lighted" and then look at their advertiser's index. It's no coincidence that they are damn near one and the same. I left when they were pushing me to sell high dollar advertising to farms that I knew wouldn't bring them a return. It just didn't seem right to me.
I know that the mag that I worked at would have, lets say thier July issue was Summer Fun... That was what you used to get you in the door to all the pool and spa business, boat dealers, so on and so forth. They will write a story and sell advertising around it. If you bought the ad you got mentioned.
I can't comment on the article you are mentioning as I didn't read.

Every sence I worked there I have a hard time reading mag. or even watching commericals.

[Evalee Hunter]

I think it was pretty easy to get the idea of what the OP was inquiring about. I am not sure why you felt it necessary to play school teacher here. Must everyone nit pick all the time about everything anymore? Again, oy vey. . . .

If you are a mindreader to the extent that you can guess what someone means even though they say the exact opposite of what they probably want to say THREE times, good for you. I am not a mindreader so I prefer to have the poster confirm to me what they are trying to convey.

[Waterwitch]

Yeah, that's what I mean, Yank. H&SH and Horse of Delaware Valley do it a fair bit, but I'm pretty sure it involves exchanges (advertising).

I can't even read Hunter and Sport Horse anymore. Any magazine who chooses its "experts" based on how much ad space they pay for is not exactly a paragon of reliable information :rolleyes:

[pwynnnorman]

I actually really like that COTH mentions trainers (and also who the horse was purchased from/through). Ours are such trainer-driven sports, it seems to add to one's appreciation of the results to find out who (helped) "produce" it and/or where it came from. In reading the UK's Horse and Hound, they often refer to the "producers"--the ones who take the youngsters, develop them, then sell them on.

Maybe I'm being inconsistent, but mentioning trainers and breeders and sellers is a factual matter, even though in some way-indirect way there might be some benefit to being named. Then again, though, there's benefit to being named as the champion (in print). But the "editorializing"? That kind of stops me in my tracks (I have to admit, alas, that I didn't finish reading that story in COTH because of the less-than-objective way it started).

I guess that's why I'm another that just can't hack H&SH either. HorseDelVal seems to do the "write ups" (to borrow allicat's terminology) on shows and vendors, but I have to admit that they are mostly factual, too. I guess I end up sort of resenting it when a writer inserts his or her opinion into a story like that. It's kind of intrusive to me because I want the information, not (what always seems to be) the exaggeration.

[buschkn]

Well, I have not really enjoyed H&SH much recently, but I just got my latest issue today and after reading this thread it is ALL I can think about. It's disgusting how every single article is directly about someone who is advertising prominently in its pages. Lordy, how did I not notice it so blatantly before. I always kind of assumed (naive and optimistic) that the people who were getting written about were offered special ad deals and chose to advertise since there was an asticle by/about them. Quite obviously it is the other way around- advertise and we will write an article about all your expertise and wonderful services. Oh brother. I feel stupid.

[DownYonder]

Hunter and Sport Horse has always focused its articles on people who advertise a lot. It's a sure way to get your breeding program in the national spotlight - buy a few full page color ads, and offer to write an article for them, and they will be happy to feature you in an upcoming issue.

OTOH, I guess it is a sign of the times. Newspaper/news magazine articles have been blurring the lines between just straight news reporting and actively trying to sway reader opinions for many years now. People are increasingly overstepping the traditional boundaries of their professions - we even have judges legislating from the bench these days.

[pwynnnorman]

Newspaper/news magazine articles have been blurring the lines between just straight news reporting and actively trying to sway reader opinions for many years now.

Newspapers and magazines! How 'bout CABLE TV!!!! I'm a polical junkie, but I don't know which way is up by the end of the day, the way facts are "spun" these days.

But, back to horses, my question is "Does it work?" I think it must for the publication, because H&SH has indeed been doing it since its inception. But does it work for the advertiser?

I think it might. Equine Journal is another one doing write ups for advertisers and I have found myself thinking I would call this or that facility if I were in New England. Not because of the flowery language used to heap the high praise on the business--thankfully, EJ's tone is factual, too, similar to HorseDelVal--but because the longer articles provide more details than an ad.

With an ad, you have to call to find out more. With an article, you can read about the things you'd be asking on the phone.

I think if writers could eliminate the hyperbole, writeups about stallions would be helpful--and certainly really interesting. Kinda like the difference between the free listing in the Thoroughbred Record's Annual Stallion Report vs. the color photo and catalog page two-page spread you get with paid listings (er, for those of you who've seen that publication).

In fact, I think it'd be neat to see online--a standard format for each stallion, for factual, comparative purposes: name, age, height, registry, inspection scores, sire, dam, sire's produce, dam's produce, subject stallion's produce (all with any relevant inspection or performance records), subject's "history" (like, life story), testimonials from trainers, facility profile, testimony from facility manager, fees, schedule, etc.

I guess I'd like to be able to really COMPARE, y'know?