{"id":219331,"date":"2012-04-04T12:09:44","date_gmt":"2012-04-04T19:09:44","guid":{"rendered":"http:\/\/chinadigitaltimes.net\/chinese\/2012\/04\/ohmymedia-%e7%b4%90%e7%b4%84%e6%99%82%e5%a0%b1%ef%bc%9a%e5%9c%a8%e4%b8%ad%e5%9c%8b%ef%bc%8c%e7%b5%95%e4%bd%b3%e5%a0%b1%e5%b0%8e%e8%8a%b1%e9%8c%a2%e5%b0%b1%e8%83%bd%e8%b2%b7%e5%88%b0\/"},"modified":"2012-04-04T12:09:44","modified_gmt":"2012-04-04T19:09:44","slug":"ohmymedia-%e7%b4%90%e7%b4%84%e6%99%82%e5%a0%b1%ef%bc%9a%e5%9c%a8%e4%b8%ad%e5%9c%8b%ef%bc%8c%e7%b5%95%e4%bd%b3%e5%a0%b1%e5%b0%8e%e8%8a%b1%e9%8c%a2%e5%b0%b1%e8%83%bd%e8%b2%b7%e5%88%b0","status":"publish","type":"post","link":"https:\/\/chinadigitaltimes.net\/chinese\/219331.html","title":{"rendered":"OhMyMedia | \u7d10\u7d04\u6642\u5831\uff1a\u5728\u4e2d\u570b\uff0c\u7d55\u4f73\u5831\u5c0e\u82b1\u9322\u5c31\u80fd\u8cb7\u5230"},"content":{"rendered":"

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\u00a0<\/p>\n

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\"Flattering<\/p>\n

<\/p>\n

The New York Times: In China Press, Best Coverage Cash Can Buy<\/h2>\n<\/p>\n

<\/a><\/p>\n

By DAVID BARBOZA<\/p>\n

\u00a0<\/p>\n

SHANGHAI \u2014 China is notorious for censoring politically delicate news coverage. But it is more than willing to let flattering news about Western and Asian businesses appear in print and broadcast media \u2014 if the price is right. <\/p>\n

Want a profile of your chief executive to appear in the Chinese version of Esquire? That will be about $20,000 a page, according to the advertising department of the magazine, which has a licensing agreement with the Hearst Corporation in the United States. <\/p>\n

Need to get your top executive on a news program by state-run China Central Television? Pay $4,000 a minute, says a network consultant who arranges such appearances. <\/p>\n

A flattering article about your company in Workers\u2019 Daily, the Communist Party\u2019s propaganda newspaper? About $1 per Chinese character, the paper\u2019s advertising agent said. <\/p>\n

Though Chinese laws and regulations ban paid promotional material that is not labeled as such, the practice is so widespread that many publications and broadcasters even have rate cards listing news-for-sale prices. <\/p>\n

And while Western companies and many Chinese journalists are loath to discuss the subject, public relations and advertising firms are sometimes surprisingly candid about their roles as brokers in buying flattering coverage, referred to here as \u201csoft news\u201d or \u201cpaid news.\u201d <\/p>\n

Ogilvy & Mather, one of the world\u2019s biggest public relations and advertising agencies, acknowledged that it pays Chinese media outlets for client coverage in some categories. <\/p>\n

\u201cOur policy is to advise our clients to not participate in such activities,\u201d the agency\u2019s Beijing office wrote in an e-mail, in response to a reporter\u2019s questions. \u201cHowever, in some industries, such as luxury, the practice of soft news placements is very common so this is something that we have also done before.\u201d <\/p>\n

A Chinese account manager for another American public relations firm was strikingly frank about paying for coverage, although she spoke only on condition of anonymity to avoid riling her industry colleagues and her employer. <\/p>\n

\u201cIf you want more media coverage, that\u2019s easy to do \u2014 we have plenty of channels to get your company shown on television, and in top magazines and newspapers,\u201d she said in a telephone interview. <\/p>\n

Media specialists, and Chinese journalists intent on playing by ethical rules, deplore the paid placements they say are all too common in the nation\u2019s media. <\/p>\n

\u201cCorruption has become a lifestyle in today\u2019s China,\u201d said Sun Xupei, a journalism fellow at the Chinese Academy of Social Sciences in Beijing. \u201cBut when it happens in journalism it\u2019s even worse than other fields, because people feel there\u2019s nothing they can really trust.\u201d <\/p>\n

Executives at the Chinese language version of Esquire magazine say they regularly publish soft news features that are essentially ads masquerading as news. <\/p>\n

One example was a feature about a European audio company, Bang & Olufsen, that supplies equipment to Audi, the automaker. Nothing in the magazine indicated that the Chinese Esquire had been paid to run it. <\/p>\n

But the magazine received at least $10,000 a page for the five-page feature, according to the publication\u2019s executives, who e-mailed images of it as an example of the paid genre. They, and others who helped produce the article, said Audi was involved in the payment. A spokesman in China for Audi declined to comment. Cheryl Sim, a Bang & Olufsen spokeswoman in the company\u2019s Singapore office, said it was not the company\u2019s practice to pay for news coverage. \u201cWe certainly did not pay in this Esquire case,\u201d she said. \u201cBut we\u2019ll look into the matter.\u201d The Hearst Corporation declined to comment. <\/p>\n

Not all business and company profiles in Chinese media are planted and paid for, of course. But even when they are not, Chinese media organizations often have much laxer rules than many mainstream Western journalists for accepting payments from sources for news coverage. <\/p>\n

The highly regarded Chinese newspaper, 21st Century Business Herald, which is better known for its investigative reporting, recently ran an interview with Christophe Navarre, chief executive of the French wine and spirits maker Mo\u00ebt Hennessy. <\/p>\n

The article appeared after the company, with the help of Ruder Finn, an American public relations firm, agreed to pay the airfare, lodging and food costs for nine journalists, including one from the 21st Century paper, to visit Mo\u00ebt Hennessy\u2019s chateau in western China. Of the media organizations that rode along, only the international news agency Reuters paid its own travel and other costs, Ruder Finn said. <\/p>\n

Mo\u00ebt Hennessy and Ruder Finn, however, insist they did not make any other payments to entice coverage. \u201cAlthough we know it\u2019s a normal practice in China, we never pay the media,\u201d said Jean-Michel Dumont, chairman of Ruder Finn Asia. <\/p>\n

China is not alone in bending boundaries. Media outlets in Europe, Japan, the Philippines, Latin America and even the United States may venture into various gray areas, encouraging companies to pay for journalists\u2019 travel or underwriting favorable reporting or agreeing to take out advertising packages in exchange for coverage. (Mainstream American journalism ethics, including the ground rules of The New York Times, prohibit such practices.) <\/p>\n

But media specialists say nowhere are such quid pro quos as common and as aggressively pursued as in China \u2014 to the frustration of Chinese business executives. <\/p>\n

\u201cIf one of my companies came up with a cure for cancer, I still couldn\u2019t get any journalists to come to the press conference without promising them a huge envelope filled with cash,\u201d said one Shanghai-based private equity investor, insisting that he not to be named because he feared journalists would boycott covering his companies altogether. <\/p>\n

Six big American companies that operate in China, including Ford and General Motors, declined to comment for this article about the Chinese practice of paying for coverage. So did the American Chamber of Commerce in Shanghai, which represents many of the biggest United States companies operating in China. None of the six companies have been accused of making the payments. <\/p>\n

If American multinationals made off-the-books payments directly to Chinese reporters, editors or producers, rather than simply buying space or air time through media agencies, the American companies could be at risk of violating the United States Foreign Corrupt Practices Act. The law prohibits people working for American companies that operate abroad from paying bribes or making corrupt payments to foreign officials to obtain or keep business or obtain other business advantages. <\/p>\n

It is unclear whether any Americans have been prosecuted on suspicion of paying journalists in China or elsewhere. <\/p>\n

\u201cJournalists are considered government officials because generally all the press is government-controlled in China,\u201d said Lesli Ligorner, a Shanghai-based lawyer at Simmons & Simmons, an international law firm. \u201cSo making an illicit payment to a journalist would be an F.C.P.A. violation.\u201d <\/p>\n

Such payments also violate Chinese law. China\u2019s propaganda authorities prohibit news outlets and journalists from accepting payments to cover news conferences or to publish news. Accepting secret payments can also be prosecuted under the nation\u2019s laws against bribery, and some cases have been. Convictions can result in prison sentences. <\/p>\n

But so much money is sloshing around, analysts say, that enforcement is rare in China. Instead, the government occasionally issues general warnings, which go widely ignored. <\/p>\n

Newspaper and magazine advertising departments continue to openly discuss their rates \u2014 even when a researcher making inquiries identifies herself as working for The New York Times. <\/p>\n

\u201cIf your company\u2019s boss wants to be shown twice, in an audience seat, for a total of five seconds, the average price is $5,000 on some popular news programs,\u201d said Wang Limin, an account manager at Yashi Media, a Beijing agency that helps companies obtain coverage in print and broadcast media. <\/p>\n

\u201cIf your boss wants to comment on something brief and we shoot him in a news program for 15 seconds, it would be $9,000. And if your boss wants an exclusive interview for 10 minutes, the rate is much higher.\u201d<\/p>\n

\u00a0<\/p>\n

Gu Huini and Xu Yan contributed research. <\/em><\/p>\n

=== All Rights Reserved. \u00a9 2012 The New York Times Company ===<\/strong><\/p>\n

\"\"<\/p>\n

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