Publishers are still hesitant

René Worni on the debate on the separation of content and advertising: Lack of advertising revenue, new
technologies, communication and advertising models, free content and so on.
are increasing the pressure on media professionals. The time seems
once again ripe for guard rails and guidelines.

At present, the German journalists' association Netzwerk
Research to save endangered journalism with a media code of conduct.
The rules and regulations read like something from a bygone era: Journalists
work independently, carefully, comprehensively and truthfully and in accordance with
the principle of safety before speed. They guarantee
unrestricted whistleblower protection, do not do PR and expect
the support of media companies. The Code has also already
first media impact: In the best research manner, the
satirical magazine Konkret criticized the integrity of network chairman Thomas
Leif screens.

But what can guidelines for journalists and publishers achieve?
Journalistic reality is subtle: It's about gray areas between
journalism of the quality press and the fast pace of the
Free papers, said Zeit editor-in-chief Giovanni di Lorenzo recently a lot
said. He and the editorial team are therefore committed to the further development of the
Hamburg's quality newspaper.

The editorial team of the Wall Street Journal Europe also ran advertising on
on the front page almost without discussion. And here at home?
Press Council President Peter Studer speaks of worrying tendencies,
denaturalization of the journalistic appearance of the press through
Advertising. However, the chances of a good conduct agreement are
intact. A charter, drawn up by the editors-in-chief, is found at
advertisers and advertising clients. Only the publishers want to
will not decide until June. After the failed CLA negotiations
the publishers' association unilaterally imposes minimum standards. There are
a passage on the relationship between media companies and editorial offices.
We can only hope that the publishers will not content themselves with this.

René Worni, Editor