Detroit Free Press takes story ideas from advertisers

It is under these circumstances that the Sunday edition of the Detroit Free Press printed a series of stories about Medicare's open enrollment period. The stories seemed straight enough, given the current debate in the US over healthcare reforms. Then it was revealed that they were written upon the recommendation of Free Press key advertising client, health insurer Humana who then bought ad space next to the article.

Free Press executives said that whilst Humana had suggested the story, the advertiser had no further involvement with its writing and that the only reason the paper followed through with the story to begin with, was because the issue was 'topical and relevant to readers'.

A spokesman for Humana said the company only asked whether or not the Free Press was planning to cover the story, and upon learning that it would, decided to buy an advertisement in the edition.

Paul Anger, editor and publisher of the Free Press defended the paper's decision: "Editorial content needs to remain, and does remain, with the newsroom... But where we can find the connections that make sense for marketing purposes, that's something that we need to be open to."

George Janson, managing partner and director of print for GroupM, said: "The expectations for newspapers are very, very different." Janson told WSJ that by 'accepting editorial input from an advertiser, the Free Press risks raising questions about its editorial independence, one of the attributes that distinguish newspapers from other news outlets in the minds of many readers.'

Following cutbacks made by Free Press owner, the Detroit Media Partnership last year, the paper reinvented itself. Part of this reinvention 'included a new approach to advertisers in which the paper saw itself more as a business partner.'

Susie Ellwood, the partnership's chief executive said this attitude was taken in August when Humana asked Free Press if they had plans to run the Medicare story. The ad representative then passed the ides onto the partnership's Client Solutions group, which then liaised with the news staff.

Anger told WSJ that he and senior managing editor, Jeff Taylor were "interested and amenable" to the story, given the continuing health-care reform effort and chose to cover the story with a focus on senior health, a topic they said they had already planned to cover.

Ellwood said that the sales staff then sold the package to other advertisers, including Detroit insurer Health Alliance Plan.

"One of the things I think newsrooms have to realize," Anger said, "is we're here to cover the news in an unvarnished way, but we're also here to facilitate commerce."

Whilst there is no indication that Humana influenced the story further than asking whether or not it would be covered, Free Press' decision risks losing the confidence and trust of its readers. It is understandable that in the current financial climate newspapers need to be wary of drawing income, but creating content to encourage advertisers poses serious ethical questions, with speculation over where the line between editorial and advertorial might be drawn and if the two might become blurred.

Source: Wall Street Journal