Is Detroit Free Press creating a precarious situation by publishing stories tied to ads?
As the newspaper industry continues to struggle with declining revenue, the Detroit Free Press has on more than one occasion published editorial content closely tied to unique advertising opportunities. The Wall Street Journal reports that an ad deal with health insurer Humana Inc. was the genesis for this weekend’s special “Your Guide to Medicaire” section. Similarly, the Free Press late last month ran education stories whose timing was determined by tie-in Target ads. Nobody is accusing the newspaper of altering content to satisfy advertisers, but the relationship is raising eyebrows. The Free Press is putting itself in “a very precarious situation” regarding editorial independence, George Janson, managing partner and director of print for GroupM, told the Journal. But others say the need to pursue new revenue opportunities is a reality of the internet age, in which newspapers find themselves without the virtual monopoly they once had on placing ads directly in front of consumers. WS
