Check out this effort by a local TV station to sell participation in its Web site's list of "experts."
Is this "pay to play," forcing sources to cough up money in exchange for coverage? Or is it a legitimate way to sell advertising?
Saturday, October 17, 2009
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I think it depends upon the transparency of the "advertisement". Though the letter said it wouldn't be involved with the news, the station may have ulterior motives to disguise it within their news content, and thus to help the doctor and his practice.
I think as long as the news station makes it known to its viewers that it is advertising, rather than a public endorsement of a doctor, then its ok. Because of the crumbling structure of newspapers and news organizations today, they need to be able to utilize creative, out-of-the-box revenue initiatives.
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