Plugs in the news?

We know how advertisers, concerned that TV viewers are TiVo-ing past commercials, have bought unavoidable "product placements" in programs themselves.

There's some sleaze to that to be sure, just as sold naming rights force us to utter commercial inanities like PGE Park or the Safeway Waterfront Blues Festival.

But what to make of what's going down in this front page story in Sunday's New York Times about George Bush's relationship with Mexican immigrants in Texas?

First, a little context. The story notes that the president, relatively liberal on the issue of amnesty for illegal immigrants, has met strong opposition from many of his Texas Republican backers. That has created strains, as described in this troubling sentence:

"It is visible on a grand scale, with ... this state's two Republican United States senators, Kay Bailey Hutchison and John Cornyn, breaking with Mr. Bush on immigration in recent months after having followed his lead with Rolex reliability for most of his term."

"With Rolex reliability"?

Hello?

Where did that little plug come from? Was someone asleep on the copy desk? Will the reporter, Jim Rutenberg, be getting a check, or a Rolex, in the mail? Is the Times cutting story placement deals with Rolex and others "sponsors"?

What can we expect next?

Is the president in Allstate-worthy good hands?

Is his policy as American as a Chevy Silverado?

In short, is business at the Times so bad that it is selling paid sponsorships in its news stories?

I don't think so, but at a time when media seem desperately willing to sell just about anything to the highest bidder, product name dropping in news stories does more than simply raise this reader's brows.

Media trifecta: sponsored columns, advertising banter and mega names

Normally I don’t hit a media-watch trifecta, but yesterday The New York Times served up one. One score was on the sports page; two were in the business section (of course).

The crumbling wall

First we have further erosion of the once purported impervious barrier between advertising and editorial content in newspapers. Now the Philadelphia Inquirer, under new management, is selling off “sponsored columns,” assuring its readers that the editorial integrity of said columns will be maintained.

Never mind the appearance of conflict of interest.

What’s to say that every newspaper reliant on advertising (and they all are) hadn’t sold out in its integrity long before this? Well the theory was that if you spread out the revenue source widely, no single part of the paper would suffer the loss of its independence.

Under the new game, advertisers can pick off individual columnists one by one.

I suppose there’s a model for this in broadcasting. If networks can sell whole programs to single sponsors, why can’t newspapers sell columnists to advertisers?

I fear that a newspaper industry spiraling to its demise just steepened its descent.

Shilling for dollars

Then there’s the curious situation in Dallas where our old friends at Clear Channel (they own most of Portland’s billboards and KPOJ) have dropped commercials — sort of — at its radio station, KZPS.

Instead of running real commercials, the announcers will weave plugs into their banter. “Excuse me a second while I take a gulp of my refreshing, delicious Coke” or “I sure do love the smell of my armpits today using this new Gillette roll-on” or “The traffic is bad out there this morning but I hope all you commuters are using Shell. You know I find it runs so much cleaner.”

A rose by any other name would be sponsored

Finally I'm ready to bestow my "how-many-sponsors-can-we-sell-a single-event-name-to?" award.

It goes to “the Subway Fresh Fit 500 Nextel Cup Race.”

That’s the Nascar race they ran in Arizona last Saturday.

The Times dutifully reported the entire bastardized moniker on its sports page, thereby helping lend value to the whole naming rights travesty.

But do race car fans actually call this motorized marathon between very sleek billboards on wheels "The Subway Fresh Fit 500 Nextel Cup Race"?

I don’t think so.

They leave that to the willing, laughable media.

By the way, I think I know the Subway and Nextel parts—but don’t try eating one while talking over the other.

But excuse me for a moment while I google what a “Fresh Fit 500 cup” is. I'm thinking some kind of jock strap or bra....

Well, who would have thought?

The race is 500 miles long and the “Fresh Fit” bit is actually a variety of Subway sandwich touting a lot fewer calories than Big Macs and Whoppers. Of course just about anything west of a New York cheese cake has fewer calories than the two bun burgers.

Oh, the name's unsold "Cup" part is still a container — I hope....