Should online papers buy keywords related to tragic news?

Posted by Cyril Gros on December 20, 2007 at 2:35 PM
Online newspapers can’t ignore the power of search engines as they increasingly rely on the Internet for revenue and audience. But buying keywords to stay on top raises ethical issues when it comes to tragic events, should online newspapers simply behave like moneymakers?

The reality is that online papers base a major share of their revenues on the pay per click system, so news website have to ensure that they will be well ranked on the search engines results.

Breakings news leads online news websites to a race to reach the top of search engines results though their sponsored links, so they can earn extra advertising money. The Media’sPost Search Insider sums it up: “Tragedy strikes, Searches spike.”

Online newspapers may have entered a kind of dangerous cycle. Their main role is to provide good and accurate news to the readers, but if they don’t get involved in the race to search engines results’ top-places, urged by the advertisers, they will lose money and consequently manpower to report accurately. A loss of money would imply lesser investments, lack of productivity and eventually lack of readers.

So MediaPost concludes that "news organizations should have no reservations about buying terms on breaking news stories in search engines, regardless of whether the story is lighthearted or tragic," but only "as long as they link to relevant and timely content."

Source:Media Post's Search Insider 

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2 Comments

tish grier said:

As long as there are a preponderance of folks that think anyone with a laptop is a journalist, and that citizens should be putting their efforts under the auspices of newspapers (rather than keeping their own sites) there won't be much change in the world of journalism. There are big problems in corporate owned big media that aren't going to change by getting chummy with the citizenry. Letting journalists blog (thus becoming transparent) and allowing them to interact via comments may help--but are only small steps when ownership issues and content elitsm are truly considered by the reigning status quo.

Ellen Hume said:

Actually I was joking when I said the future of jouranlism is as a website to decode the news on the Daily Show. What I was trying to say on the panel at the conference was that the CONTENT is what we need to focus on--independent, honest, transparent content that contains verified facts and honest opinions, rather than carrying some agenda paid for by some unidentified, propraganda-motivated backer. If you get the content right, and are transparent about your mission, then the issues of what pipe and what formats you use are amusing and important from an economic point of view, but irrelevant to the definition of "journalist."

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