.bodytext {float: left; } .floatimg-left-hort { float:left; margin-top:10px; margin-right: 10px; width:300px; clear:left;} .floatimg-left-caption-hort { float:left; margin-bottom:10px; width:300px; margin-right:10px; clear:left;} .floatimg-left-vert { float:left; margin-top:10px; margin-right:15px; width:200px;} .floatimg-left-caption-vert { float:left; margin-right:10px; margin-bottom:10px; font-size: 10px; width:200px;} .floatimg-right-hort { float:right; margin-top:10px; margin-left:10px; margin-bottom:10px; width: 300px;} .floatimg-right-caption-hort { float:left; margin-right:10px; margin-bottom:10px; width: 300px; font-size: 10px; } .floatimg-right-vert { float:right; margin-top:10px; margin-left:10px; margin-bottom:10px; width: 200px;} .floatimg-right-caption-vert { float:left; margin-right:10px; margin-bottom:10px; width: 200px; font-size: 10px; } .floatimgright-sidebar { float:right; margin-top:10px; margin-left:10px; margin-bottom:10px; width: 200px; border-top-style: double; border-top-color: black; border-bottom-style: double; border-bottom-color: black;} .floatimgright-sidebar p { line-height: 115%; text-indent: 10px; } .floatimgright-sidebar h4 { font-variant:small-caps; } .pullquote { float:right; margin-top:10px; margin-left:10px; margin-bottom:10px; width: 150px; background: url(http://www.dmbusinessdaily.com/DAILY/editorial/extras/closequote.gif) no-repeat bottom right !important ; line-height: 150%; font-size: 125%; border-top: 1px solid; border-bottom: 1px solid;} .floatvidleft { float:left; margin-bottom:10px; width:325px; margin-right:10px; clear:left;} .floatvidright { float:right; margin-bottom:10px; width:325px; margin-right:10px; clear:left;} Maybe I am naïve, but when I read a newspaper or magazine, I assume that the editorial content is just that: stories and photos that the reporters and editors thought were important to bring to their audience. Not advertising disguised as objective content.

As a reader and a consumer, I find it offensive that some publications presenting themselves as news sources are instead, selling their covers, cover stories and editorial content. We’ve all seen advertorials (ads that look like a news story) in the past, but they’ve been clearly marked as such. I have no issue with that.

But when there is no declaration that the glowing review I am reading was actually bought and paid for, that is deceitful and taking advantage of the readers’ ignorance.

As a marketing professional, I have a different issue with it. There has always been a clear line between buying an ad versus pitching a story to a reporter. In the first, you have complete control over the content and look of the ad. But when you pitch a story, you know that you are trading control over what is said for the esteem of editorial endorsement.

But if some publications will sell their covers and content, what’s next? Food critic reviews? Product comparisons? How will you ever know when you can trust what you read?

The end result? If readers can’t trust the publication’s ethics and objectivity, why bother reading it?

Note: Because this column appears in a business publication, I feel it is important to remind the readers that this is my opinion, not the editors’. I also feel compelled to say that this publication does not accept payment for cover story placement or editorial content. Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached at Drew@MclellanMarketing.com. © 2007 Drew McLellan