Maureen Alley's Blog

I received a nice surprise in my inbox this morning: Alexis Madrigal, senior editor for The Atlantic wanted to hear my thoughts on journalism ethics in trade publishing. Madrigal was reacting to the recent news of TechCrunch’s Michael Arrington starting an investment firm that would invest in companies that are reported on by TechCrunch. For good reason, there has been an outcry from the journalism world. How can you possibly report on companies that you have invested money into? Impossible. And I told Madrigal this when he and I started talking about the issue this morning.

But take it a step further – has this been an issue elsewhere in the journalism world? That’s exactly what Madrigal did when he started his research on the TechCrunch issue. I was impressed that he thought of trade pubs and how they operate. It’s not often anyone outside of trade pubs thinks about trade pubs. So score one for Madrigal. And yes, Madrigal was correct in his thinking that trade pubs deal with this type of ethical issue on a daily basis.

Journalism ethics are a big deal, and not enough journalists or writers even pay attention to it anymore. Blame this on the never-ending online reporting that is being done by everyone and their brothers, or blame it on the need for increased bottom lines. Nevertheless, it’s something more people need to care about and I appreciate the fact that Madrigal put a spotlight on the issue.

Madrigal asked me a great question: “As editor of RD+B who reports on custom builders, could you also run a custom building company on the side?” My first thought, “great question!” My response, no way. How could I be a builder where I make personal decisions to include certain products in a home such as putting Kohler in a home I’m building, and then expect Moen to advertise in my magazine?  I’ve shown a bias towards Kohler by including them in a home. What’s the incentive for Moen? However, I did mention there are other B2B pubs who have editors that do this such thing. Madrigal asked me to share who they were and I just couldn’t – even though he said it was off the record. As a journalist myself, I know there is no such thing as off the record.

Madrigal also asked if advertisers are a given in editorial coverage. As an editor of a B2B magazine, I know where the money comes from to publish the magazine: ads. I have to always keep that in mind, but I also must maintain a separation of church and state (editorial vs. advertising). If I don’t, I’m not doing my audience any favors. People are not stupid. They will be able to tell that our content is all ad-based if it was. My job is to provide content to my audience that they need, and I will always think of them first.

Thanks to Madrigal and The Atlantic for putting a spotlight on journalism ethics. It needs it.

Last week, John Bethune, publisher of B2B Memes reached out to me regarding my use of social media – Twitter specifically. He was preparing for an ASBPE webinar on social media ethics. He sent over a handful of questions about my use of Twitter, social media, and ethics regarding it all. I loved answering the questions. And I was flattered that John asked for my input. Check out John’s interview regarding my social media ethics.

Anyone who has been paying attention to the news last week should be aware of the Shirley Sherrod mess that hit Washington. She was the U.S. Department of Agriculture employee who was fired for being racist, or so it appeared in an edited video. Beyond the politics of the situation, is a good example and lesson about journalism ethics.

Charlie Madigan, journalism professor at Roosevelt University and former editor at the Chicago Tribune wrote an editorial in last week’s paper. It’s a good read, and brings up a great problem in the world of media: sensationalism. The public has an increased desire for drama, and the media has turned to providing that fix at the cost of ethics.

The B2B world of publishing is not as directly affected by this demand as is the consumer media. But that doesn’t mean we should ignore these moments that bring up the importance of our journalism ethics.

You may not be pressured to push out stories about Lindsay Lohan every 10 minutes, or articles on what the White House is or isn’t doing right. But that doesn’t mean you don’t have boundaries and lines to watch.

The Shirley Sherrod fiasco presents a great opportunity to take a closer look at the ethics used with your publication. Do you blur lines of advertising and editorial? Could you be better about staying more focused on editorial and less on advertising? Are you providing content to your readers that they may not want, but need?

Don’t be fooled; this mess doesn’t simply affect the consumer media.

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Originally published on ASBPE’s national blog.