Outgoing Newspaper Association of America Chairman David C. Cox told NAA members at their Dallas convention that the divide between editorial and advertising, while "very important, is not sacrament." Mr. Cox, who is also retiring as president-CEO of Cowles Media Co., said newspapers should not fear covering advertisers that do newsworthy things. "The world will not end if there is a positive news story about an advertiser," he said, "even one who occasionally takes out a two-page spread." While advertisers should not dictate the news by supervising journalists, Mr. Cox said, newspapers should allow for open discussion between journalists and advertisers to help journalists"understand how professional and principled advertising, marketing, production and support staffs really are, [and to] help [advertisers] understand the difficult judgements and choices journalists make every day."
Copyright April 1998, Crain Communications Inc.