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IDG Announces New Standard for Editorial Ethics Online
PR Newswire - March 30, 1998 06:45
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IDG is First Publisher to Publicly Set Guidelines For Differentiating Content
and Advertising on the Web
SAN FRANCISCO and BOSTON, March 30 /PRNewswire/ -- International Data
Group, the world's leading information technology (IT) media, research and
exposition company, today announced that its U.S. editors, comprising more
than 12 top editors of IDG's leading brands, have adopted common editorial
guidelines for IDG's Web sites. This marks a milestone for IDG and the online
publishing industry, setting a new precedent for publishing on the Web.
"IDG has and always will uphold the same high editorial integrity on the
Web that it does with its leading printed products," said Kelly Conlin,
president of IDG. "The editorial quality that IDG readers have come to trust
and respect has secured IDG's lead as the world's foremost technology
publisher."
"Our goal in adopting the 'Editorial Guidelines For IDG Web Sites' is to
ensure that our readers can always clearly distinguish between editorial and
advertising content on IDG's Web sites," explained Sandy Reed, editor in
chief, InfoWorld, one of the editors who participated in developing the
guidelines. "The dynamic technology of electronic pages and hypertext links
creates high potential for reader confusion over what is editorial versus
advertising, and IDG, therefore, has taken extra steps to prevent any such
juxtaposition or confusion."
"IDG's editorial guidelines are built on the simple principal that only
the editors should decide how content is presented, and which content is
presented," added Conlin. "The Web provides a whole host of subtle ways that
such a line can be crossed, and we want to be explicit in stating that there
is a line we simply can not and will not cross in regard to respecting the
interests of our readers."
IDG based its guidelines on the American Society of Magazine Editors
(ASME) guidelines adopted last year. IDG expanded on the ASME guidelines
and added two completely new ones to the eight suggested by ASME, calling on
all its editors, publishers and advertisers to follow the new set of IDG
standards. The ASME guidelines are reproduced below, with the additions made
by IDG in all caps.
GUIDELINES FOR IDG WEB SITES
1. The home page of a publication's Web site (or other electronic venue)
shall identify the publication by displaying its name and logo
prominently in order to make clear who controls the content of the site.
ALL EDITORIAL CONTENT IS UNDER THE SOLE CONTROL OF EDITORS.
2. On all online pages, there shall be a clear distinction made --
through words, design, placement or any other effective method --
between editorial and advertising content.
3. In the case of special advertising sections ("advertorials"), or in
any other case where there is significant danger that advertising,
including "advertorials," will be mistaken for true, independently
produced editorial content, the advertising in question shall carry the
words "Special Advertising Section" or "Advertisement from (company
name)" prominently at the top of each page or each body of material
within a page, in type at least equal in size and weight to the
publication's normal editorial body type face. The word "advertorial"
shall not be used. SYNONYMS SUCH AS 'SPONSORED BY', 'BROUGHT TO YOU BY',
'UNDERWRITTEN BY', OR 'SUPPORTED BY' CAN BE USED IN ADDITION TO THE
WORDS 'ADVERTISEMENT' OR 'ADVERTISING' BUT SHOULD NOT BE USED AS
REPLACEMENTS FOR THESE WORDS.
4. Publications shall display their logos in conjunction with the logo
of another company only in custom publishing arrangements where the
publication solely controls the site's content and in no way endorses
the advertiser's products or services. THIS DOESN'T PRECLUDE USE OF THE
LOGO IN JOINT EDITORIAL PROJECTS BETWEEN AN IDG PUBLICATION/WEB SITE AND
ANOTHER PUBLICATION/WEB SITE. HOWEVER, THE LOGO SHOULD NEVER BE USED IN
A WAY THAT WOULD CAUSE READERS OR COMPANIES IN THE INDUSTRY TO QUESTION
THE PUBLICATION'S EDITORIAL INDEPENDENCE AND OBJECTIVITY.
5. Links that appear within the editorial portion of a site shall be
under the sole control of the editors. No publication may sell outright
-- or make a condition of any advertising sale, either explicitly or by
implication -- a link from its editorial content to any other site.
LINKS FROM EDITORIAL CONTENT TO ADVERTISEMENTS ON THE SITE ARE NOT
PERMITTED.
6. Neither links nor other references to special advertising sections,
or "advertorials," shall appear in the table of contents, directory of
contents, or in any listing of editorial content of an online publication.
However, a reference to a special advertising section or "advertorial" may
be placed outside editorial areas and display in a design different from
the publication's editorial design.
7. Editors shall not create content for special advertising sections or
other advertisements.
8. Publication shall require that search engines and other applications
presented under the publication's brand and made accessible through the
publications' Web sites perform their operations free of influence from
advertising or other commercial considerations. Alterations that give
greater prominence to an advertiser's site or link would constitute a
betrayal of reader trust and are therefore prohibited. THIS DOES NOT
PRECLUDE ADS ON SEARCH RESULTS PAGES AS LONG AS ALL SEARCH RESULTS ARE
UNDER THE SOLE CONTROL OF EDITORS.
9. WHERE TECHNICALLY POSSIBLE, EFFORTS SHOULD BE MADE TO AVOID
INTENTIONALLY PLACING ADVERTISEMENTS NEXT TO EDITORIAL COVERAGE OF THE
SAME PRODUCT. THIS DOES NOT PRECLUDE ADS ON SEARCH RESULTS PAGES AS LONG
AS ALL SEARCH RESULTS ARE UNDER THE SOLE CONTROL OF EDITORS.
10. EACH SITE WILL PROVIDE A LINK FROM ITS HOME PAGE TO DATA ABOUT THE
SITE, INCLUDING INFORMATION ON HOW TO CONTACT THE EDITORS AS WELL AS THE
SITE'S POLICIES ON THE USE OF INFORMATION GATHERED IN REGISTRATION
PROCESSES, PRIVACY POLICIES, USE OF COOKIES, AND REUSE OF EMAIL
ADDRESSES.
Effective immediately, all of IDG's U.S. publications will follow the new
Guidelines for IDG Web sites, including CIO Magazine, Computerworld,
Federal Computer Week, GamePro Magazine, InfoWorld, The Internet Industry
Standard, Java World, Network World, NC World, PC Games, PC World, Publish,
Solutions Integrator, and SunWorld.
IDG's online network comprises the largest network of technology specific
Web sites around the world. It is available through IDG.net
(http://www.idg.net), IDG's gateway site to more than 200 targeted IDG
sites in 52 countries worldwide, offering the Web's richest editorial
content via highly targeted sites that reflect the distinct information
needs of the readers they serve.
About IDG
Headquartered in Boston, International Data Group (IDG) informs more
people worldwide about information technology than any other company in
the world. With annual revenues of $2.05 billion, IDG is the leading
global provider of IT media, research, conferences and expositions. IDG
publishes more than 285 computer newspapers and magazines and 500 book
titles in 75 countries, led by the Channel World, Computerworld/InfoWorld,
Macworld, Network World, PC World and ...For Dummies global product lines.
IDG offers online users the largest network of technology-specific sites
around the world through IDG.net (http://www.idg.net), which comprises
more than 200 targeted Web sites in 52 countries. IDG is also a leading
producer of 110 computer-related expositions in 35 countries, and research
arm International Data Corporation (IDC) provides computer industry
research and analysis through 49 offices in 41 countries worldwide.
Company information is available at idg.com.
SOURCE IDG
/CONTACT: Heidi Hynes of IDG, 617-534-1237, or heidi_hynes@idg.com/
/Web site: idg.com |
