OLD Media Moves

Does anybody have a problem with these ethics?

February 6, 2006

From Brand Republic: “LONDON – The Financial Times has produced a BT-sponsored special report using emerging online media on the topic of how business reacts to new technology.

“Written articles as well as a video and podcast from the ‘Competing in the New Economy’ report are available from the FT’s website, with the podcast also available on the iTunes music store. Registration details are required to access the video and podcast.

“In addition, the articles were printed in a booklet for BT, which ordered 10,000 copies to distribute to clients.

“The video and podcast are introduced by Andrew Edgecliffe-Johnson, the FT’s media editor, and feature commentary from several big business executives.”

I realize such “advertorials” have been around for a long time, but British Telecom is a company that the Financial Times covers regularly. What is the perception of its readers now about that coverage? Even if there is nothing wrong, readers will think that the FT is being soft in its coverage because of this section.

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