得罪读者,还是得罪广告户?——美国报刊讨好广告客户的倾向日趋严重

• 作 者: 李士兴
• 出 处: 中国记者
• 发表日期: 1992年03期
• 关键词: 天主教大学 柯林斯 软化处理 法律系 华尔街日报 文说 诺德斯特龙 经济衰退 新闻检查 汽车商

美国《华尔街日报》记者帕斯卡尔·扎卡里2月6日发表《都是新闻吗?》一文说,美国许多报纸受财团控制,它们的报道,直接或间接地听命于背后的财团。华盛顿天主教大学法律系教授罗恩·柯林斯说:“这是当今美国关于新闻检查保守得最好的秘密之一。”柯林斯所在的商业化研究中心研究了美国各报被指控为安抚广告客户而枪毙或作软化处理的50多篇报道,得出结论,认为讨好广告客户的现象是普遍的,“经济衰退使这个问题变得更加严重”。在美国,订阅报纸收费很低,报纸收入主要来自广告费,发行量越大,广告费越高。所以,报纸既要摆出客观、公正的面孔吸引读者以扩大发行量、抬高自己的身价,又不能得罪广告客户而断了自己的财

The article by Pascal Zachary, a reporter for the U.S. “Wall Street Journal,” published a news article on February 6 that “many newspapers in the United States are under the control of the consortium. Their reports directly or indirectly follow the consortium behind them.” Ron Collins, a professor of law at Washington Catholic University, said: “This is one of the best secrets in the U.S. today regarding the conservativeness of news censorship.” Collins’s Center for Commercialization studied the deaths of U.S. newspapers accused of appeasing advertisers Or softening more than 50 articles, came to the conclusion that it is common to solicit advertisers, “the recession has exacerbated the problem.” In the United States, subscribing to the newspaper charges very low, newspaper revenue comes mainly from advertising costs, the greater the circulation, the higher advertising costs. Therefore, it is necessary for the newspapers to set an objective and fair face to attract readers to expand circulation, raise their own worth, they can not offend advertisers and cut off their own financial