I learned a new meaning for "journalistic independence." More than just objectivity, this independence refers to the loyalty of journalists to their audience. It makes sense--above the pressures of the advertisers, the PR, or the editors should be the priority for quality journalistic reporting.
But that isn't the business model for most news organizations these days.
In 2005, The Los Angeles Times entered into a deal with PR representatives seeking to hype the opening of the Staples Center. The Times published a special Sunday edition magazine entirely devoted to the new arena, in agreement to later split the profits from advertising. Controversy ensued with the deal's discovery, and publisher Katheryn Downing was reprimanded.
The problem with this "I scratch your back, you scratch mine" ideology is that it not only deceives the audience, it calls into question the integrity of the entire company. Are they there to report the news or to try and push their product? Corporate consolidation further complicates a company's independence.
If I suddenly magically became the owner of a news company--either newspaper, TV, or radio--the model I would instill would be a #1 loyalty to the audience. If we report the news with complete transparency with the people, they will read or tune in to our news first. Don't cut corners by taking easy money from advertisers seeking to pump up their product. Honest, straightforward journalism will, in the long run, win the trust of our audience and profits will rise.
Which, admittedly is easy to say having just magically become the owner of the company. But still.
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