This is the danger one has where there is symbiotic relationship between private companies and media’s news department. Advertisers may dictate coverage. Ever wonder why we cannot pass healthcare reform, financial regulation reform, or any other substantive reforms?
Toyota dealers in five southeast states have pulled their commercials off ABC TV local affiliates, complaining about the coverage of Toyota safety problems by ABC News and its chief investigative correspondent Brian Ross.
The ad agency representing the 173 dealers told ABC affiliates last week that the shift was due to "excessive stories on the Toyota issues." The dealers shifted their commercial time buys to non-ABC stations in the same markets, "as punishment for the reporting," according to an ABC station manager.
ABC News and Ross began reporting on the problem of "runaway Toyotas" last November in a series of stories that preceded the large recalls ordered by the company, and apologies for quality shortcomings as well as misstatements about the extent of the defects. Toyota is now expected to add the 2010 Prius to its list of recalled vehicles.
The shift of commercials away from ABC affiliates was ordered last week, according to Marcia Owens-Reder, senior vice-president at 22Squared, the Atlanta advertising agency that handles the account for the dealers, known as Southeast Toyota.
Reder said she "tried" to talk the dealers out of the move. "We have counseled the client on the pros and cons of this, and ultimately it was their decision to make," read an e-mail sent to the stations from the agency last week.
"Please let me know the earliest that we can get off the air on your station," the message concluded.
Reder referred further question to the president of Southeast Toyota, Ed Sheehy, of Deerfield Beach, Florida. He did not immediately return calls from ABC News.
Toyota Dealers Pull ABC TV Ads; Anger Over ‘Excessive Stories’ – ABC News
