Gannett newspapers in 15 U.S. markets this month will publish short profiles of up to 150 small retailers, in a holiday shopping series sponsored exclusively by
American Express.
But the stories published online so far are vague about the credit card company's involvement -- showing the nation's biggest newspaper publisher is once more testing the limits of Journalism 101 Ethics.
At papers in Asbury Park, N.J.; Brevard, Fla.; Louisville, Ky., and Phoenix, readers are told only that the stories are "presented" by American Express.
However, they aren't told the retailers are all supposed to be those accepting American Express cards, according to an internal GCI document provided to me by a reader.
The stories at the four newspapers all have the same one-paragraph format and cheery, upbeat tone. (See examples,
below.)
 |
| Banikarim |
Banikarim's version
The series is being coordinated by Gannett Custom Media, the advertorial shop that was turned over to Chief Marketing Officer
Maryam Banikarim earlier this year.
Banikarim didn't offer many details when she described the series in
her most recent monthly On the Road newsletter. She wrote: "Gannett is working with American Express on a cross divisional campaign to promote its Small Business Saturday initiative."
But the document, a guide for photographers working on the series, is much more explicit.
"In a deal with American Express," it says, "Gannett Co. Inc., is producing a sales campaign around Small Business Saturday called
Shopping Main Street. The two-week campaign starts Nov. 23, a couple of days before Black Friday and will feature local small businesses that are American Express merchants in 15 Gannett markets."
'Trusted news' vs. advertising
American Express merchants are those retailers that accept its credit cards. The Shopping Main Street campaign is designed to drive shoppers toward small retailers on Nov. 26, the day after Black Friday, the traditional start of the holiday shopping period.
Although American Express is a major sponsor of the event, scores of other companies and organizations have signed on, too. It's part of a broader movement meant to support small, local businesses,
according to USA Today.
In her newsletter, Banikarim points to the tricky task of balancing reader and advertiser interests where the company operates. "We not only provide trusted news and information," she says, "but seek to actively support the businesses and people in these communities as well."
The Amex campaign suggests she's now pushing for an even more active support role.
During the Nov. 26 event,
Amex will give its card users a $25 credit for any $25 or more they spend at qualifying small businesses nationwide. The offer is limited to the first 100,000 card users who register to be eligible.
How were retailers picked?
The Amex campaign with GCI runs for two weeks starting next Wednesday, according to the photo guide given to me. Each participating paper is to publish two stories featuring five businesses in each one: a total of 10.
It's unclear how GCI reporters are to find Amex-accepting retailers. It may be as simple as hunting for merchants selling interesting stuff, then making sure they accept the card. On its website, Amex provides a database of merchants search able by Zip Code.
Among journalism ethics transgressions, this isn't the end of the world. Still, it violates a long-standing rule designed to protect a media outlet's credibility: Reporters don't favor businesses in order to please advertisers.
Plus, imagine you're a retailer that doesn't accept Amex. Aren't you going to feel like the credit card company bought publicity for its merchants without disclosing that information to readers? Seems unfair to me, and it does little for a paper's image at a time when public opinion of the media is already tanking.
Last spring, Banikarim was given control of the custom content portion of what had been ContentOne -- the old Gannett News Service, shrunk down and renamed. I'm fairly certain that "custom content" is the same as advertorial: puff pieces written with a particular advertiser or advertisers in mind.
GCI hired Banikarim in March for a new position where she's expected to identify more advertising revenue streams, after years of flagging ad sales that have driven down the company's
stock price.
Which is which?
Following are examples of retailer profiles from each of the dailies that have published them so far. Note how similar they are; except for obvious references to geography, I bet you'd have a hard time matching the story to the newspapers: the Asbury Park Press
in New Jersey, Florida Today
in Brevard; The Courier-Journal
in Louisville Ky., and The Arizona Republic
in Phoenix. Hyperlinks take you to the published story.
Chunky knits are this season's hit, according to
Amy Yount, owner of
Amy Inc., 7144 E. Stetson Dr. No. 140 in Scottsdale. She's seen them on celebrities and seen them flying out the door. "It's more casual," Yount says of the sweater versus a jacket. "We're so casual here, so it works." She carries the folklore shawl ($308), seen recently on
Katie Holmes, and stocks handbags from
Nicole Richie's line, House of Harlow, ranging from $220 to upwards of $600. And, she's in love with the Camilla jersey scarves, embellished as if with jewelry ($345).
Coming up with gift ideas for that serious businessperson in your life can be tough. Not to worry. We found the perfect gift at
Mary Beth O’Bryan’s 8-year-old shop,
Luna Boutique, 1310 Bardstown Road, next to Avalon, the restaurant her husband operates. You don’t have to be for or against the Occupy Wall Street movement to like the handsome wood and metal bear and bull bookends ($139).
You’re never too old to giggle over
Zibits miniature robots that obey your commands (via remote control) and have their own line of accessories ($14.99 to $70) at Toymasters, 62 White St. in Red Bank. In the 27 years that
Denise Zappoli has owned Toymasters, her three children have worked there, as have various other relatives, including nieces and nephews. “It’s a real family business,” Zappoli said.
Whether it’s feathered or beaded evening handbags by In’s ($10.95-17.95) or handmade pineapple wall plaques in hot tropical shades ($10-$30), gifts are all about bling and color at
Debi Malone’s
Pink Pineapple, 802 E. New Haven Ave. in downtown Melbourne. “This makes you happy when you walk in,” said Malone, who enjoys finding products she knows customers will love. “It’s a comment I always hear from everybody.”
Earlier: This post isn't presented by American Express.
Are these papers crossing an Ethics 101 line? Please post your replies in the comments section, below. To e-mail confidentially, write jimhopkins[at]gmail[dot-com]; see Tipsters Anonymous Policy in the rail, upper right.
