James F. Evans Collection; Paper presented at the 1989 Annual Conference of Agricultural Communicators in Education; 1989 July; Portland, OR, Responses from a mail survey of 190 journalists who work for farm journals -- a 78 response rate -- reveal that about two thirds of the journalists say advertisers have threatened their journals on occasion, and about one-half say that advertising has actually been withdrawn. The journalists also report that advertisers sometimes attempt to win over journalists with gifts, free meals, or in other ways, usually not with success. These journalists report that most farm publications do not have a clear policy in dealing with advertiser influence. At the same time, most farm journals are struggling to maintain advertising, a struggle that makes them vulnerable to pressures.
Author emphasizes that codes of ethics need to be internalized throughout the publishing organization - considered and addressed daily. Points to a source of tips on how to incorporate ethics into the workplace effectively.
Cites journalism educator Don Ranley who urges maintaining the wall between editorial and advertising, in the interest of reader credibility. "I am not a businessman, but it has to be good business to be trusted."
Reports that focus group research among farm readers shows they want information that is not a commercial on the editorial pages they read. "Isn't it strange? The very credibility these folks crave is the first thing to disappear when publishers agree to relax their standards."
Hirst, Martin (author) and Patching, Roger (author)
Format:
Book
Publication Date:
2005
Published:
International: Oxford University Press, New York, New York.
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C23673
Notes:
360 pages., Case Study 3, "Rural Press: the farmer's friend," documents influences of advertisers on the editorial content of farm periodicals published by the Rural Press in Australia.