The Daily Telegraph, an enterprise that boasts of one of the most superior readership in ‘quality press’ in Britain. And the king of the broadsheet format, the newspaper confesses to relying on the fodder of advertising.
This only goes on to show the focus that advertising has in the sphere of news. Most news organization confess to relying heavily on the machinations of the commercial aspect for their very survival.
This has resulted in a direct change in the roles of a journalist. Not only does the journalist need to keep in mind the advertising strategy of their organization,they also need to be equipped in the arts of marketing.
Sometimes journalists are required to write in an advertorial style. And this has led to several clashes in the ideologies of journalism, with crusaders for ‘pure’ journalism asking for a clear demarcation for the editorial and advertising departments.
But that line between the two facets of a newspaper are becoming increasingly vague.
The adverts despite being not a part of the ‘actual’ contents of a newspaper are taking over more space in newspapers today. Many newspapers admit to close to 60:40 ratio of advertising versus content.
This however could mean excessive restrictions on editorial control of content in newspapers.
A certain newspaper in India which carries a great deal of advertisements from a certain liquor company, never takes a stand about the legal age for drinking, drunk driving and so on.
In such cases the integrity of news is challenged. Readers could easily become disillusioned with the unabashed attempt of newspapers to glorify products or services appearing in the adverts.
Although The Daily Telegraph, is clear that the editorial takes precedence over the advertising, many smaller news organizations may face such a dilemma very often, because of the excess dependency from advertising revenues.
The time when journalists bled newspaper , is long gone! It is now a commercial ball game.