Re:Sketchy underwriting on WBUR

["Aaron 'Bishop' Read" <aread@speakeasy.net>]

At 04:39 PM 5/19/2002, tklaundry@juno.com wrote:
>I'm curious as to what you are writing about?  Since I'm at work I went 
>back to Friday's 9:30am break to see if there was anything the looked like 
>it might violate that neutrality act so to speak, I didn't find anything 
>and just to prove it I copied the entire break and it is pasted below, so 
>which funder did you have an issue with?

Well - again, this is where interpretation is open to discussion, but 
technically underwriting is required to have "value neutral" descriptions 
of the company and/or its products/services.   Also, getting very 
technical, any underwriting that results in added value (i.e. increased 
sales) to the sponsor is not considered legal...although this viewpoint is 
near-universally ignored because it's virtually impossible to 
quantify.   For example, if your underwriting increases your business's PR 
image, and that happens to lead to more sales, can you prove a direct 
connection?  Almost certainly not.

Anyways, my breakdown is sprinkled in below...
- Aaron

>LOCAL BREAK :29:00 -  :30:30
>
>  9:29:00a           NPR News ID
>                     Local Funder
>
>  AUDI OF AMERICA... FEATURING THE FULL AUDI LINE - INCLUDING THE
>  REDESIGNED A4, THE A6, AND THE T-T CONVERTIBLE.  AVAILABLE AT LOCAL
>  BOSTON AREA AUDI DEALERS.

"redesigned" is questionable, but ONLY if you're being really picky about 
it.  The connotation is that "redesigned" = "better", but that's splitting 
hairs I'll admit.


>  BOSTON PRIVATE BANK AND TRUST COMPANY...WITH A COMMITMENT TO 
> BANKING   AND INVESTMENT SERVICES IN THE TRADITION OF THE WORLD'S 
> LEADINGPRIVATE BANKS.  BOSTON PRIVATE BANK DOT COM.

"tradition of the world's leading private banks" implies Boston PB&TC is 
better than other banks.  Still splitting hairs somewhat...


>  HARVARD PILGRIM HEALTH CARE... WORKING TO IMPROVE HEALTH CARE AND
>  DISEASE PREVENTION THROUGH THEIR SUPPORT OF RESEARCH AND PHYSICIAN
>  TRAINING. ON LINE AT HARVARD PILGRIM DOT ORG.

I would say this is completely value-neutral wording.


>                  Web News Mention
>                     Local Funder
>
>  BICON DENTAL IMPLANTS... PROVIDING PATIENTS A SENSIBLE ALTERNATIVE TO
>  ROOT CANAL TREATMENT SINCE 1985. AVAILABLE AT THE IMPLANT DENTISTRY
>  CENTRE AT FAULKNER HOSPITAL.  617 524 39-HUNDRED.

"sensible alternative" denotes other alternatives are not sensible, and 
therefore is not value-neutral.


>  OCEAN EDGE RESORT ON CAPE COD BAY... WITH A NEW CUSTOM-DESIGNED CLUB
>  HOUSE OVERLOOKING THE GOLF COURSE FOR SPECIAL EVENTS AND CORPORATE
>  MEETINGS. OCEAN EDGE DOT COM.

Similar to the Audi spot - "custom-designed" implies that it is better than 
other designs, but it's sort of splitting hairs.


>  DIRECT TIRE AND AUTO SERVICE... WINNER OF THE 2001 RETAILER OF THE YEAR
>  AWARD BY THE RETAILERS ASSOCIATION OF MASSACHUSETTS.  ON THE WEB AT
>  DIRECT TIRE DOT COM.

Not sure...I think announcing winning an award is possibly crossing a line, 
but if not, then otherwise it's okay.

______________________________________________
Aaron "Bishop" Read       aread@speakeasy.net
Fried Bagels Consulting   www.friedbagels.com
34 Kirkwood Rd. / Boston, MA / 02135 (as of 6/1/02)