Aquino asks advertisers to

boycott sensational media

By Norman Bordadora
Philippine Daily Inquirer
First Posted 05:40:00 02/18/2011
Filed Under: Advertising, Media, Benigno Aquino III

MANILA, PhilippinesIn a move reminiscent of a Malacaanginstigated advertising boycott of the Philippine Daily Inquirer in 1999
during the Estrada administration, President Benigno Aquino III
Thursday suggested that advertisers use their ad money to discipline
the media.
Speaking during the induction of the new officers and directors of the
Advertising Board of the Philippines (Adboard) in Malacaang, Mr.
Aquino called on the adagencies to place their advertisements only in
media that promote good citizenship and that uphold truth and
fairness.
Placing their advertisements in media groups that resort to
sensationalism rather than report the truth would only compound the
countrys problems, the President said.
Unfortunately in our country, sometimes sensationalism is a lot better
than spreading the truth. Sometimes, the truth seems to have been a
forgotten concept by some of our media practitioners, he said.
Instead of considering only cost efficiency in making advertising
placements, advertisers should also use as criteria a media groups
values and integrity, Mr. Aquino said.
I understand that advertising is commerce, but the decisions of where
to advertise can also be used to encourage responsible corporate
behavior and improve the level of discourse in our country, he said.

Instead of just cost per thousand, why not add other criteria? Does
the program where you are placing your advertisement promote the
values of good citizenship? Does the network or newspaper that
receives your placements uphold truth and fairness? he said.
Mr. Aquino said advertisers could help his administration that he said
has been working overtime to shed daylight on the country, by
encouraging media to police its own ranks and provide clarity to the
issues.
Needless to say, the marketing communicationssector can help
promote a trustworthy, transparent relationship between the
government and the Filipino people, he added.
The President found a ready ear in Adboard chair Andre Kahn, a J.
Romero and Associates executive. Kahn said the Presidents call was
valid and the Adboard would discuss the treatment of the news with
media desks.
Those of us who support them in their endeavors undoubtedly
contribute to the problems that we face and thats where we have to
look beyond the confines of our needs to promote our products and be
the responsible Filipino that we all can be, he said.
He agreed with Mr. Aquinos observation on the medias tendency to
sensationalize.
Yes, it is definitely a valid call. We have seen on some occasions
where what President Aquino said was correct there is a tendency for
media perhaps to over-sensationalize, Kahn told reporters.
We can definitely discuss the treatment of the news with the news
editors and ask them for their cooperation, he said.
Although Mr. Aquino did not single out any particular media outfit, his
words recalled the months-long advertising boycott of the Inquirer in
1999 instigated by deposed President and convicted plunderer Joseph
Estrada.