Why the Media Industry Includes More ‘Pay to Play’ Offers
There are multiple types of media. It’s important to discern if the media you’re engaging is paid, earned, or owned media. As a media consumer and member of the public, you have the right to know this information. Let me explain.
Paid media is media that you purchase. It includes traditional and social media advertisements, marketing campaigns, etc. There is usually a disclaimer that the media has been purchased.
Earned media is media that you secure based on media outreach. It includes opinion essays, articles arising from media interviews, coverage of reports, or quotes lifted from press releases or statements. You do not pay for earned media; you earn it. Earned media boosts credibility because it hasn’t been purchased.
While traditional media outlets may request their viewers to make a one time or monthly donation, coverage isn’t dependent on the reader doing so. These entities ask for donations merely to stay afloat. But not all readers donate.
What is Owned Media?
Owned media is media that is owned by a company. It includes companies that sell features. This diminishes credibility because readers don’t know if what the outlet is saying about you, or what you are saying about you, is in fact true. For instance, owned media companies may proactively ask you to pay to be featured in a story.
Most people want to be recognized for their work and contributions to the world. Some will pay for features and coverage. The key is transparency. In other words, does the public know that a story has been purchased or that a person has paid to be featured in a magazine or outlet?
Other Instances When You May Be Asked to Contribute
To be clear, some media outlets have a bare bones budget. They struggle to hire and retain people because their resources are limited. As such, I’ve seen smaller media outlets request funding to send their staff or freelancers to a conference to cover the conference.
Relatedly, many associations or niche organizations will seek sponsors to help them cover the cost of conferences and events. In return for sponsorships, patrons might be featured on a panel or plenary session.
Is it Earned, Paid or Owned?
The bottom line is the media industry is changing and pay to play is more prevalent. Professional journalists should not ask you to pay to be featured or included in a story. Small or start up media outlets may ask for financial support. You’ll want to vet the media outlet to determine if they are mission-aligned. If they are, and you have the capacity to support them, consider doing so.
Most importantly, you’ll want to discern the difference between earned, paid and owned media. This will help you to make sound investments that amplify your mission and work.