Photo Album

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Standing Our Ground Developing Ethical
Accountability Systems that Empower Agricultural
Journalists as Ethical, Effective and Enduring
Leaders
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AAEA Members Perceptions of Problems

• I am under no special obligation to please
  advertisers

Source Banning and Evans, 2001
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AAEA Members Perceptions of Problems

• Its hard to be pure and competitive in the
  market place today

Source Banning and Evans, 2001
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AAEA Members Perceptions of Problems

• Other agricultural publications efforts to
  please advertisers make it more difficult for me
  to try to operate at arms length without
• any kind of vested interest.

Source Banning and Evans, 2001
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AAEA Members Perceptions of Problems

• Advertising people use other medias willingness
  to mention their products to put pressure on me.

Source Banning and Evans, 2001
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• Farmers Perceptions of Bias
• Difficulty getting both sides of the story
• Pressures on reporters from publishers or editors
  to please advertisers
• Reporters and editors becoming too close to
  sources

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What farmers really think . . .
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(No Transcript)
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Top Sources Of Agricultural Information (Choose
three) Responding University/Extension 73 Con
sultant 60 Ag/Farm Magazines 53 Retailer/Dealer
s 40 Other 33 (Farmers, associations,
meetings) Radio 7 The Internet 0 Manufacturer
0 Direct Mail 0 Television 0
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Content Farmers Read
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Rate Types Of Advertising Advertising on the
cover of the magazine 1 2 3 4 5 46 34 13 7 Di
sapprove Approve Advertiser-supplied
content 1 2 3 4 5 13 20 47 13 Disapprove A
pprove Advertisements inside the
magazine 1 2 3 4 5 34 53 13 Disapprove A
pprove Covers with fold-out advertisements 1 2 3
4 5 20 27 47 7 Disapprove Approve
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• Industry Guidelines
• Media Accountability Systems
• Training
• Evaluation
• Monitoring
• Feedback
• Examples Ethical coaching, ombudsman, liaison
  committee, press council, disciplinary committee

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• Accountability and Education
• Create awareness for the need for ethical
  integrity.
• Communication between editors, publishers, the
  sales force and advertisers.
• Work together to establish effective
  accountability systems.

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Questions?