LINK: Andrew Alexander - The Stumbles That Led to an Ethics Blunder - washingtonpost.com.
The upshot of the Washington Post's ongoing influence-peddling (influence for sale) debacle is that some tone-deaf business managers and execs with some kind of distant understanding of journalism walked into this nightmare with their unthinking eyes open, somehow ignoring warnings (or hiding documents that would lead to the warnings) from the editors and beat reporters whose influence was being peddled, at pay-to-play dinners at the publisher's house, no less!
But what if that isn't the story at all?
With the rampant decline of journalism, there has been no lack of voices calling out blame for why newspapers are dying (duh, ad revenue is down in a Great Recession, people!), some of them claiming that the "Great Wall" that was erected in the interest of journalism ethics between a private company's business interests and the editorial integrity of its product was the REASON for the decline, and they've claimed journalists are not doing "enough" to contribute to the bottom line of the company that kept them fed.
That that journalistic integrity actually produced the product being offered for sale (and/or ad-subsidized giveaway) was little remarked upon, except as an object of derision.
They've claimed that journalists are not DOING ENOUGH to be INNOVATIVE in thinking about ways that they can PAIR their work with SALES AND MARKETING opportunities (as if those total sell-out Back to School "editorial" vehicles and their seasonal and non-seasonal ilk are not enough!).
So media critic pundits, many of them online media promoters, sprang up overnight, touting entrepreneurial journalism and more INNOVATION in the "creative" partnerships between the editorial side and the business side as the next big thing, the thing journalists have to be a part of, have to embrace, have to stop saying "No" to, because their always citing the Great Wall, the ethical divide between the reporter's eye and the business interest (always already being undermined, going back 25 years) had become a tired anachronism, something that was an overworn tradition, HOLDING THE BUSINESS INTERESTS BACK.
Oh boo hoo! Those poor business interests. They want to compromise the thing they presume to sell so they can sell it better. Are they just oblivious to the fact that turning their product into pure influence-peddled SHITE also makes it harder to sell? How frakking "innovative" is that?!
[Creative Commons image by Steve Webel]
Well, I could make that point until I'm blue in the face, but I don't have to, because the enlightened publisher and executive (and some editorial) staff at the Washington Post appear to have done it for me.
The greatest scolds as this scandal has unfolded have been some bloggers and many of those these media pundits who are also blaming journalists for not being "entrepreneurial" enough in their thinking about innovation in journalism.
And the scolds are all bandwagon-ish in their disapproval, as if this idea of an "innovation imperative" that would tear down the Great Wall had nothing to do with it. Why isn't anyone pointing out that the WashPo was trying to be "innovative" with their business model?
Probably because the Great Wall still means something, you suppose? Perhaps they would argue that the issue is one of degree. Erode the Great Wall by bits in the name of innovation, but, oh my, this goes too far!
But tell me, how far is too far?
LINK: Andrew Alexander - The Stumbles That Led to an Ethics Blunder - washingtonpost.com.
A Sponsorship Scandal at The Post
By Andrew Alexander
Sunday, July 12, 2009
The Washington Post's ill-fated plan to sell sponsorships of off-the-record "salons" was an ethical lapse of monumental proportions.
Publisher Katharine Weymouth and Executive Editor Marcus Brauchli have now taken full responsibility for what was envisioned as a series of 11 intimate dinners to discuss public policy issues. For a fee of up to $25,000, underwriters were guaranteed a seat at the table with lawmakers, administration officials, think tank experts, business leaders and the heads of associations. Promotional materials said Weymouth, Brauchli and at least one Post reporter would serve as "Hosts and Discussion Leaders" for an evening of spirited but civil dialogue.
While Brauchli and Weymouth say they should have realized long ago that the plan was flawed, internal e-mails and interviews show questions about ethics were raised with both of them months ago. They also show that blame runs deeper. Beneath Brauchli and Weymouth, three of the most senior newsroom managers received an e-mail with details of the plan.
Lower down, others inside and outside the newsroom were aware that sponsored events would involve news personnel in off-the-record settings, although they lacked details. Several now say they didn't speak up because they assumed top managers would eventually ensure that traditional ethics boundaries would not be breached.
Neither Weymouth nor Brauchli can recall anyone raising concerns, although both say they wish someone had.
[...]
The crash occurred July 2, when Politico.com disclosed details of a Post flier seeking underwriters for the first dinner to be held July 21 at Weymouth's District residence. The damage was predictable and extensive, with charges of hypocrisy against a newspaper that owes much of its fame to exposing influence peddlers and Washington's pay-to-play culture. The Post's reputation now carries a lasting stain.
A key player in the controversy is Charles Pelton, who joined the company May 18 as general manager of a new Washington Post Conferences & Events business. A veteran of the events business who has a background in journalism, he provided The Post's sales staff with the now-famous flier that sought underwriters for the July 21 dinner. It promised an evening of "news-driven and off-the-record conversation. Spirited? Yes. Confrontational? No." And it said participants could "build crucial relationships with Washington Post news executives in a neutral and informal setting."
When it was disclosed, Brauchli and Weymouth say they were stunned. Both said they had not seen the flier in advance, that it miscast what was envisioned and that it ran counter to The Post's values. Brauchli said "parameters" had been discussed with Pelton that, among other things, included "multiple sponsors" and not a single sponsor with a vested interest.
In an e-mailed statement Friday, Pelton said: "This is a new venture, there were some stumbles and too much of a rush to the finish. And I've taken responsibility for my part in this. However, I strongly believe that journalism must support more than a newspaper and a set of Web sites. It needs new avenues of expression -- and revenue -- and live events are just one of these."
The e-mail said the plan to hold the dinners at Weymouth's home "speaks to heavy editorial involvement" through "mixing different editors and beat reporters." But in arguing for "background only" discussions, Pelton asked if they thought the discussions should be "on or off the record." And while he endorsed the sponsorship idea, noting there would always be "more than one," he also said "I want to be sure our newsroom is also comfortable" with the arrangement.
[...]Spayd does not recall raising major concerns. "I thought we already had attached some key ground rules -- more than one sponsor, a balance of views, our ability to guide the conversation," she said. "In retrospect, that wasn't enough. We shouldn't have been doing them at all."
In his e-mailed response to Brauchli, Narisetti questioned using Weymouth's home ("bad idea for anything commercial") and added "we shouldn't commit to beat reporter." But he endorsed the concept and said it was fine for Brauchli to attend, although he added that "a couple of other relevant/key editorial people is the best we should promise."
[...]
Historically at quality newspapers such as The Post, a firewall exists between the business and news departments to ensure editorial integrity and independence. The Post has internal "Standards and Ethics" guidelines that stress the importance of newsroom neutrality.
The first line says: "This newspaper is pledged to avoid conflict of interest or the appearance of conflict of interest, wherever and whenever possible." Later, it states the newspaper "is committed to disclosing to its readers the sources of the information in its stories to the maximum possible extent."
But the salon dinners ran counter to the spirit of both. By having outside underwriters, The Post was effectively charging for access to its newsroom personnel. Reporters or editors could easily be perceived as being in the debt of the sponsors. And by promising participants that their conversations would be private, those attending would be assured a measure of confidentiality that the news department typically opposes.
[...]
How could it have happened?
Like many newspapers, The Post is losing money and seeking new streams of revenue. The idea of sponsored events seemed attractive because other news organizations have convened them. Big events, like seminars or conferences, can be lucrative, although the potential to be realized from 11 dinners would be comparatively small.
The "salon dinner" concept was a throwback to when Katharine Graham, as publisher, hosted private dinner parties for power brokers -- but on her own dime. Today, Atlantic Media Company, owner of the Atlantic and the National Journal, hosts sponsored, off-the-record gatherings similar to what The Post was proposing.
[...]
On June 12, Post advertising employees received a Word document from Pelton on June 12 titled "Washington Post Conferences" that touted sponsorship opportunities for a menu of events. Under "Washington Post Salons" it promised newsroom participation by "Executive editor, key section editor, beat reporter (optional)" and said the evening would be "off the record."
On June 17, another Word document was provided by Pelton to The Post's advertising staff soliciting a $25,000 sponsorship -- "Maximum of two sponsors" -- for the July dinner. Under "Hosts and Discussion Leaders," it listed Weymouth, Brauchli and "Other Washington Post health care editorial and reporting staff." It said participants could "Interact with core players in an off-the-record format."
A week later, the flier was distributed to the ad sales staff.
At the same time, e-mails were being sent over Weymouth's name to lawmakers and others inviting them to the July 21 dinner. They said she, Brauchli and "health care reporter Ceci Connolly" were hosting the evening. An accompanying invitation said it would be off the record and noted that it would be underwritten by a single sponsor, Kaiser Permanente. As it turned out, Kaiser Permanente had committed verbally but had not signed a contract.
The flier made its way into the hands of a reporter for Politico, which broke the story.
[...]
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