Q.
Please refresh my memory on the proper way to handle a specific advertising-editorial conflict. I'm talking about when an advertisement is keyed to an article in a particular issue. For instance, if I have a technical expert write an article about a new technological development, should we allow his or her company to place an ad in that issue promoting a product that uses that technology? I keep getting in the middle of disputes between ad people and editorial staff members on this topic. Thus, I want to establish a clear policy. At a gut level, I don't think it's right to let a company advertise in an issue in which one of their experts is an author. But, I'm not sure where to draw the line. What do you think?

A.
I've seen a range of policies going from placing a premium price on adjacency ads to refusing advertising in the same issue.

The underlying ethical question, however, is whether there is a quid pro quo between the article and the ad.

Was the article accepted because it truly serves reader interests, or is it being run as an inducement for the advertising? If the editorial judgment was pure, then its hard to see why an ad elsewhere in the issue should be ruled out.

Once, I saw an editor run a story touting the discounts being offered by an advertiser. The editor rationalized that offering info on the discounts was a service to readers. But, of course, the real reason was to get the advertiser's money. It was a clear breach of faith with the readers. They have a right to expect that editors will choose content that reflects their interests.

The matter of adjacency is not as clear cut. Indeed, there can be situations in which having an ad adjacent to the article is actually a convenience for the reader. That might be the case, for example, if the ad provided detail or perspective that the editor or author didn't see fit to include in the article.

The down side of adjacency is that it might inspire the suspicion that there was a quid pro quo. That would serve neither the publication nor the advertiser. Editorial integrity inures to both parties. Beyond that, however, is the question of whether there is any greater effectiveness to adjacency ads. I know a lot of advertisers and ad sales people believe there is. But, I've never seen any research based findings to support that.

It's good that you're thinking of formalizing policy on this issue. It surely will help to keep editors and advertising folk from tangling with each other in the future!

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