Media Face Challenges in Maintaining “The Wall”

Media Face Challenges in Maintaining “The Wall”      [Case Study 8]

            Advertising is the primary source of revenue for nearly all media companies. Because advertising pays the bills, newspaper and magazine publishers, as well as TV and radio networks and their station executives, must keep their advertisers happy.  Some called this a task not unlike feeding crocodiles as the inherent danger is that advertisers might use their economic influence to act as unofficial censors of the media and discourage them from publishing or broadcasting certain material. Television is not the only medium that must deal with the threats of advertiser defection or attempts to influence its content. Advertisers can also influence the editorial content of magazines and newspaper by pressuring them to run only positive stories about their products and services.

            Then, Most magazines and newspaper publishers insist they do not allow advertiser pressure to influence their editorial content. They argue that they have long regarded the formal separation of their news and business departments as essential to their independence and credibility. This separation is often referred to as “The Wall” and is often spoken with a mixture of reverence and trepidation. Many magazine and newspaper have traditionally discouraged employees on the publishing side, including advertising, circulation, and other business departments, from interacting with those on the editorial side who write and edit the articles. This can be done by separating editorial and advertising offices, barring the sales force from reading articles before they are printed, and prohibiting editorial employees from participating in advertising sales calls.

            Finally, Magazines and newspaper are still very much concerned over maintaining the concept of The Wall and ensuring that decisions on the writing, editing, and publishing of stories are made on journalistic merit rather than on whether they will attract or repel advertisers. Some executives defend the advertisers, noting that they have the right to spend their money the way they want to, which may include avoiding advertising in media that are critical of them.