Bangor Daily News blurs the line between news and advertising

The Bangor Daily News is back at it with more ethically-questionable practices on its website, this time in the form of its new “BDN Marketplace News” section which attempts to disguise advertisements as news headlines.

A screenshot of the BDN Marketplace News section
A screenshot of the BDN Marketplace News section

What’s Going On?

At the bottom of article pages, the “BDN Marketplace News” appears directly under a larger “Similar Articles” heading, and uses the same font styles and layout as article headlines. Most deceptive, though, is the inclusion of the word “News”, clearly meant to suggest to visitors that those headlines are news.

This approach goes even beyond the practice employed by some other news websites that place advertisements within a “Related Sites” or “Around the Web” element; in those cases the elements are clearly marked as “Sponsored” or “Advertisements”, or they actually point to relevant articles, not to ads.

What’s the Problem?

It should be pretty clear: The “BDN Marketplace News” advertising element is intentionally designed to deceive visitors; that kind of attitude towards the people who give you traffic and ad revenue is a short-sighted and doomed strategy which absolutely threatens the paper’s long-term health. Combined with my coverage of the BDN’s deceptive “ad bar” back in January 2011, this creates a disturbing pattern of disrespect for visitors that should be addressed immediately.

What can they do?

The Bangor Daily News should immediately revise the “BDN Marketplace News” section to include a clear disclaimer that the links are “Advertising” or “Sponsored Listings” or similar language. To go one step further, they should also link the disclaimer to a page with more information about the Marketplace and how listings are added. This kind of update wouldn’t put them ahead of the pack on ethics, but it would bring them in line with current standards in the newspaper industry.

In the rush to shore up revenues, it can be easy to clutter up a website with a variety of “innovative” advertising placements, but a company that cares about its audience and is interested in long-term growth over short-term fixes can and should be held to a higher standard.