Speaking of Newspapers: It's a fine line between news, advertising

I've heard it countless times: Why would anyone buy the cow if they can get the milk free?

Who would have ever imagined it could apply to newspapers, but newsrooms could learn a lot from the old adage because it's not a sustainable business practice.

Newsrooms in the zeal to provide more and more information for readers, sometimes forget where the butter for their bread comes from.

I learned a long time ago the advertising benefit the news side of the business can provide, much to its own peril. I started my career writing event columns that featured entertainment and special events for local and regional businesses and have little doubt my journalistic work contributed to the bottom lines of some.

There is little doubt in my mind these are tight times and people are looking for a way to save a buck or two. I appreciate the dilemma. The car I've driven for years has gone from a $20 fill to darn near $50 a pop, all while oil companies are earning record profits. But the seemingly increasing number of "press releases" designed to replace advertisement is growing more and more apparent.

So the other night when I received an e-mail from a colleague concerning an "ad" that ran as a news item, I implemented a stop-gap measure until we develop a policy to thicken that fine line between news and advertising. At $25, $30 a head, that's something that clearly should be an advertisement in my mind.

For the time being, news staff needs management approval to publish any event that costs participants more than $10. A sales rep disagreed. He thought if anyone turns a buck on an event, why shouldn't we benefit too?

It's hard logic to dispute when we're losing four print publications a week starting Oct. 1, but I don't know that I want to go that far.

I will be weighing community vs. bottom line benefits more carefully until we come up with a policy that will strike a balance.

I envision volunteer-based organizations, social clubs, reunions, support groups, or free or inexpensive happenings as items that belong in the community calendar.

I invite your input. Contact me at 395-5022 or snelson@superiortelegram.com .I've heard it countless times: Why would anyone buy the cow if they can get the milk free?

Who would have ever imagined it could apply to newspapers, but newsrooms could learn a lot from the old adage because it's not a sustainable business practice.

Newsrooms in the zeal to provide more and more information for readers, sometimes forget where the butter for their bread comes from.

I learned a long time ago the advertising benefit the news side of the business can provide, much to its own peril. I started my career writing event columns that featured entertainment and special events for local and regional businesses and have little doubt my journalistic work contributed to the bottom lines of some.

There is little doubt in my mind these are tight times and people are looking for a way to save a buck or two. I appreciate the dilemma. The car I've driven for years has gone from a $20 fill to darn near $50 a pop, all while oil companies are earning record profits. But the seemingly increasing number of "press releases" designed to replace advertisement is growing more and more apparent.

So the other night when I received an e-mail from a colleague concerning an "ad" that ran as a news item, I implemented a stop-gap measure until we develop a policy to thicken that fine line between news and advertising. At $25, $30 a head, that's something that clearly should be an advertisement in my mind.

For the time being, news staff needs management approval to publish any event that costs participants more than $10. A sales rep disagreed. He thought if anyone turns a buck on an event, why shouldn't we benefit too?

It's hard logic to dispute when we're losing four print publications a week starting Oct. 1, but I don't know that I want to go that far.

I will be weighing community vs. bottom line benefits more carefully until we come up with a policy that will strike a balance.

I envision volunteer-based organizations, social clubs, reunions, support groups, or free or inexpensive happenings as items that belong in the community calendar.

I invite your input. Contact me at 395-5022 or snelson@superiortelegram.com .