Fading Voices: A 10-Year Trend Within an Agricultural Advertiser-Media-Reader Triad

Abstract

Research reported here addresses effective communications within agriculture by examining power relationships within the agricultural publishing triad: advertisers, periodicals and producer readers. A 10-year analysis using mail surveys among agricultural print journalists explores recent changes within this triad, including perceptions of trends in the levels, kinds, and effects of advertiser influence on editorial content of U.S. commercial farm periodicals. Results reveal increasing advertiser-related pressure on the journalists. Other findings examine perceived harm to the profession, publication policies used, and differences in response related to gender and age. Authors discuss implications and offer steps for follow-up through research and professional education.

Journal of Applied Communications vol. 94 (3-4) Full Issue

“…Evidence of "stiffening" also is apparent in increasing use of practices (such as the handling of coverage expenses) that help side-step inclinations toward bias in editorial coverage. Banning and Evans (2001) concluded that in 1998 these journalists were facing more pressure than they did a decade before, but believed they were handling it ethically. In other words, they did not believe more pressure from advertisers resulted in less ethical behavior.…”

“…Responses pointed toward increasing pressure during that decade, in terms of advertiser influence on editorial matter (Banning & Evans, 2001).…”

“…The current study continues use of the contractualist model that Banning and Evans (2001) applied in their 1998 research. As noted earlier, this model as proposed by Cunningham analyzes ethical issues in terms of power relationships among advertisers, media and consumers.…”

Stiffening Strategies: A 20-Year Review of Agricultural Journalist Experiences in the Publication-Reader-Advertiser Triad

“…She emphasized an approach akin to the contractualist model used by Banning and Evans (2001), that is, the approach should involve "every aspect of the publish-ing industry -writers and editors, publishers and the sales force, advertisers and their agencies, and the farmers who read agricultural publications" (Simon, 2006, p. 49).…”

Farmers’ Voices: Concerns within the Agricultural Advertiser-Media-Reader Triad

“…Some have assessed the kinds and levels of advertiser pressure felt by agricultural journalists who write for farm periodicals (e.g., Hays & Reisner, 1999;Banning & Evans, 2001) and confirmed the high value those journalists place on journalistic ethics (e.g., Wargo, 1993). Some have argued that the partners are interlinked in such a way that the survival of each influences the survival of all.…”