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Survey finds many marketers have bought advertising in return for coverage

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New York—In a worrisome sign that independent editorial credibility is being sacrificed, 17% of senior marketers say their organizations have bought advertising in return for a news story, according to the results of the fifth annual PRWeek/Manning Selvage & Lee Marketing Management Survey. The study also found that 7% of respondents have had an implicit/nonverbal agreement with a reporter or editor that they expected to see favorable coverage of their company or products in exchange for advertising. Additionally, 5% of marketers said their companies paid or provided a gift of value to an editor or producer in exchange for a news story about their company or its products. “These results indicate that there continues to be a group of marketing executives that do not respect the proper role of news media,” said Mark Hass, global CEO of MS&L, in a statement. The online survey, fielded by researcher Millward Brown, polled 279 U.S. chief marketing officers, directors of marketing and marketing managers between April 26 and May 9.
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