From the President's Desk

It's the Reader, Stupid!

By Dan Crummett

Several years ago the company for which I work conducted a series of focus groups around the nation to tap directly into what farmers wanted from and thought about ag magazines, newsletters and web-based products.

An unsolicited common theme emerged in each of the sessions - producers were very concerned as to "who is talking to us in the copy we read." In each group, the credibility subject came up and participants made it very clear they viewed agricultural journalists as "gate keepers" and "filters" for the information they absorb from printed and electronic pages. In short, they want information that isn't a commercial on the editorial pages they read. They definitely are interested in the advertising pages of a magazine, but they read them knowing who paid for it. On "news" pages, they wanted information digested by a third party and not "placed" by an advertiser.

Still, pressure continues from advertisers and agencies to place stories, run "advertorial" copy without disclaimers and in general "use the credibility you have to make us look good and we'll do business with you - if not, we'll not advertise with you."

Isn't it strange? The very credibility these folks crave is the first thing to disappear when publishers agree to relax their standards. After all, were it not for readers who trusted publications, there would be no readers for paid advertising. Funny how folks tend to forget that when budgets are tight and bottom lines become more important than ethical lines.

I'm reminded of Ralphie's disgust in the movie A Christmas Story when he realizes he's just decoded a commercial for Ovaltine. His famous comment, which uses colorful language we won't repeat, echoes just what farmers think when they realize they've read an unmarked advertorial. (For the inquisitive: a Google search on "Ralphie Ovaltine A Christmas Story" will turn up the quote.)

Editor's note: Crummett has appointed an ethics task force to review AAEA's ethics standards to see if they meet the needs of today's publishing landscape. Members include Karen McMahon, Karen Simon, Marcia Taylor, Gregg Hillyer and Loren Kruse.

AAEA President Dan M. Crummett is executive editor at Farm Progress Cos. He can be reached at dcrummett@farmprogress.com.