As everyone is aware, there was an extremely violent and senseless shooting today in Blacksburg, Virginia. I am saddened by the tragedy, as I’m sure everyone is…but that’s not what I want to post about tonight. Tonight I want to post about the balance between advertising and news.
I think we can all remember the days after 9/11…when every TV station was focused on the attack and the aftermath. For days, no one advertised. The focus was on the tragedy, and nothing else. Today was similar in that programs like NBC Nightly News ran with minimal commercial interruption. It’s the right thing to do for viewers and advertisers, and I commend NBC for doing it.
But these days more and more of us are turning to the Internet for our information, and when we do, we run into one place where the Internet is falling behind when it comes to knowing when to advertise. You see, many of the news web sites out there have advertising on them…and usually the advertising is controlled by separate business units. Today, I went to the CNN.com web site as events were unfolding in Virginia, and I decided to watch the “Pipeline” on CNN’s site. The Pipline is a live feed that has live content and breaking news. As I fired up the feed, I was surprised to see that I was about to start my 3-minute Pipeline preview feed.
Now imagine that. I’m just a guy sitting at work wondering what is going on. But what if I was a family member, or friend of a Virgina Tech student? Is it ok to limit the information I get because I am not a subscriber? I don’t think so. CNN should have opened up the “Pipeline” to everyone at that point…not kept it behind their subscription wall.
Even worse, CNN had a lot of content about the shooting on their site. They also were asking for people who had footage of the shootings to upload it to CNN’s site. One such piece of footage was being promoted on the CNN home page. I clicked on the footage and was shocked to see a pre-roll advertisement run before the images of a school building and the sound of gunshots.
I think a day like this should demonstrate to CNN that they need to be able to quickly shut off their money-making business to do what they are supposed to do…report the damn news.
[Note: It looks like CNN has finally removed the pre-rolls from the Virginia footage.]