In the never-ending pursuit of profits, online sites are generating
new revenues by selling advertisements that appear when users click on
certain keywords, but when the practice is extended to words in news
articles, critics say it could create the impression that advertisers are
influencing the reporting. Business news articles in yesterday's online New
York Post included words highlighted and underlined in green, which, when a
mouse was rolled over them, produced a box with a link to the "sponsor's"
Web site. Aly Colón, who teaches journalistic ethics at the Poynter
Institute, says the biggest risk may be alienating readers: "If we want to
be taken seriously for the work that we do as journalists, we should try to
devise a way of presenting our material so that the users, the readers,
know that we are first and foremost about the news." A Nielsen/NetRatings
analyst says news organizations' recent experimentation with embedded
advertising reflects a dearth of online advertising opportunities: "There
is definitely a shortage of supply [of online content]. That leads to this
kind of experimentation." (New York Times 24 Feb 2005)
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