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Related: Editorials & Other Articles, Issue Forums, Alliance Forums, Region ForumsCNN's 'Courageous' Advertorial Mill
http://us10.campaign-archive1.com/?u=8c573daa3ad72f4a095505b58&id=7196bc672e&e=ae188e3081CNN has announced the formation of a new unit that will not report the news. Instead, it will take money from corporations to produce content that resembles news but is actually PR designed to burnish its clients images.
The name CNN gives to this mercenary enterprise? Courageous.
Its hard to see whats particularly courageous about CNNs move, even if you see the destruction of journalistic boundaries as a heroic struggle. As a report about CNNs foray into news-like content on behalf of advertisers on a Wall Street Journal marketing blog (6/8/15) notes, news companies from the New York Times to BuzzFeed to the Wall Street Journal have units that create advertiser content.
Perhaps CNN anticipates courageously withstanding ethical criticism. As the Journals Steven Perlberg notes, These undertakings often raise church-and-state questions about the divide between the editorial and business sides of a companyunderstandably, since the point of so-called native advertising is to create advertising vehicles that feel like editorial work.
But CNNs parent company insists that this is not about fooling consumers:
This isnt about confusing editorial with advertising, said Dan Riess, executive vice president of integrated marketing and branded content at Turner. This is about telling advertisers stories telling similar stories but clearly labeling that and differentiating that.
Mr. Riess said CNNs trustworthiness when it comes to news was part of the reason Courageous would be attractive to advertisers.
This is CNN. Were not here to blur the lines, he said.
So advertisers will come to Courageous because CNNs trustworthiness and unwillingness to blur the lines will be transfered by viewers to advertising content that is similar to CNNs news but clearly label[ed] and differentiat[ed]. This is a business strategy, of course, that only works if the similarity outweighs the differentiation.
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CNN's 'Courageous' Advertorial Mill (Original Post)
G_j
Jun 2015
OP
KamaAina
(78,249 posts)1. This is new how, exactly?
Mika
(17,751 posts)2. So, essentially, they're duplicating the CNN format.
They've been burnishing their client's (the GOP) image since TT sold it.
Octafish
(55,745 posts)3. Skip the middle man.
Go straight to Mammon.
"Integrity is for paupers." -- Tim Russert (attributed)
Exilednight
(9,359 posts)4. They tested this idea with Larry King. King
made an infomercial on set in the format of his show.
Apparently it worked if they're brining it back.