Of course radio stations need the revenues from advertising but do these radio personalities personally profit? The personalities are always talking about how "their Sleep Comfort Bed makes them feel in the morning" or how "the new Mercedes Benz is the best car they've ever owned/driven". Or how "they've saved so much money in remodeling their house" by joining some warehouse club. Do these people personally profit by advertisers who pay to advertise on their programs? If so, it seems extremely unethical.
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Do Radio personalities personally profit from advertising?
- Thread starter SalBass
- Start date
Most do.
Ethics is in the ethos of the beholder.
Ethics is in the ethos of the beholder.
Actually, if I were endorsing a product, I would want to get paid for my endorsement.
The rules are unclear, but I believe most of the time the DJ's are paid for the endoresments through their stations and not directly (or at least that is how it is suppost to be done).
I don't see anything unethical about getting paid directly to endorse. Obviously, there are certain lines you cannot cross. One of which is hawking the product outside of a commercial break (during the regular show) and making it sound like it is part of the show and not a seperate commercial. But as long as it airs during the commercial stopset, and it is presented in such a manner that it is perceieved as a commercial, then there is no problem.
There are are other ethical matters people need to worry about (payola, employees embezzeling, etc...).
The rules are unclear, but I believe most of the time the DJ's are paid for the endoresments through their stations and not directly (or at least that is how it is suppost to be done).
I don't see anything unethical about getting paid directly to endorse. Obviously, there are certain lines you cannot cross. One of which is hawking the product outside of a commercial break (during the regular show) and making it sound like it is part of the show and not a seperate commercial. But as long as it airs during the commercial stopset, and it is presented in such a manner that it is perceieved as a commercial, then there is no problem.
There are are other ethical matters people need to worry about (payola, employees embezzeling, etc...).
SalBass said:
Specifically, those are endorsements. If the talent says something like "Hi, I'm ______ from the _______ Show" and continues to use "I" and "me" throughout the spot, it's an endorsement. Part or all of the compensation for such a spot is actually paid in product, so the talent has [presumably] used it. The talent almost always has a hand in writing the copy as well.
You mentioned the Select Comfort Sleep Number bed; with their endorsements, they actually give the talent one of the beds -- to keep, o course -- as part of the deal. I know because I have one.
And if I don't want to endorse a particular product -- for whatever reason -- I can say "No."
I don't see anything unethical about it at all. Of course, it helps me boost my income. However, I am much more comfortable doing an endorsement than just voicing a spot anonymously for some product I may not like or ever use.
Endorsements are purchased through the station even though the talent fee goes to the personality and is pretty much determined by the personality. Additionally, stations have rules regarding personalities doing endorsements. They limit each personality to a certain number of endorsements in order to maintain some semblance of credibility. And they require the endorsements air for a certain length of time; or they require a certain amount of spot spending for the endorsement spot.
WSB-AM requires that you turn over your first born to them...well, almost. The dollars they require you spend above and beyond the talent fees are huge; the more popular the personality is, the greater the required spot spending and the greater the talent fee. Boortz commands the most on the station.
Endorsements are perfectly legal as long as what the personality says is true. If he or she says they've tried the product, that needs to be true (and hopefully they have regardless).
I've always wondered why endorsements are so effective since it's obvious the endorser is being paid. But endorsements often are very effective.
If I had my choice, I'd use Littlejohn as my endorser whenever he was available.
WSB-AM requires that you turn over your first born to them...well, almost. The dollars they require you spend above and beyond the talent fees are huge; the more popular the personality is, the greater the required spot spending and the greater the talent fee. Boortz commands the most on the station.
Endorsements are perfectly legal as long as what the personality says is true. If he or she says they've tried the product, that needs to be true (and hopefully they have regardless).
I've always wondered why endorsements are so effective since it's obvious the endorser is being paid. But endorsements often are very effective.
If I had my choice, I'd use Littlejohn as my endorser whenever he was available.
I think it's odd that people question the "ethics" of commercial endorsements on commercial radio stations, yet are completely oblivious to the fact that Chevy pays millions to have a major character drive their SUV in a movie (Example: I Am Legend) or to have them drink their soft drink etc. Product placement is EVERYWHERE in television, movies and theater - WITHOUT prominent disclaimers. Yet radio programmers and music promoters have being charged with crimes for placing their products in the same way. Anyone else see the discrepancy here?
N
nightfly61
Guest
Why is it unethical? I suppose the salesperson should profit from it & the jock just lie & do the spot & do the dirty work with not even a talent fee, like in small markets? When I was still in the biz I had to do a spot for some home satellite dish agency so our MORNING guy could have it at his home because he was the boss. THAT I think is unethical.
>If I had my choice, I'd use Littlejohn as my endorser whenever he was available.<
Uh, I ain't free, but I >am< reasonable. What are ya trying to flog?
(Actually, I did once try to do an ongoing for a VW dealer.. I've worn out two Jetta turbodiesels and loved them. The idea being, let's see how far one will go and what the fule mileage is. Problem is, they can sell every one they can get their hands on at the sticker price or above. No need for testimonisla. Sigh.)
Uh, I ain't free, but I >am< reasonable. What are ya trying to flog?
(Actually, I did once try to do an ongoing for a VW dealer.. I've worn out two Jetta turbodiesels and loved them. The idea being, let's see how far one will go and what the fule mileage is. Problem is, they can sell every one they can get their hands on at the sticker price or above. No need for testimonisla. Sigh.)
nightfly61 said:
Maybe "Unethical" could be a bit strong. Let's say...ethically odd for someone to make claims about a product because they are getting paid to do so. Especially when you hear multiple on-air personalities from different stations say the exact same thing while making these claims.
And then these personalities making these claims about a certain vehicle and voila they just so happen to be driving one possibly being provided by the dealership, manufacturer, etc.
Like a lot of the other posters, I have no problem endorsing a product that I have tried and found satisfactory. I don't see anything unethical as long as I identify the spot as an ad.
At my first station, I got into a tremendous fight when the PD gave me a spot to record that used the 'I' word several times ("whenever I need to.......I go to......"). I told him that my (PM Drive) recognizable voice made it an endorsement. He disagreed, but finally gave in. First and last time we had that conversation.
At my first station, I got into a tremendous fight when the PD gave me a spot to record that used the 'I' word several times ("whenever I need to.......I go to......"). I told him that my (PM Drive) recognizable voice made it an endorsement. He disagreed, but finally gave in. First and last time we had that conversation.
I was in line to endorse TT Boy's Glory Hole Driller right before I got canned. Thanks for reminding me of the lost revenue.
R
RAD1
Guest
SalBass said:
You're missing the point it seems a few have tried to make clear. Why would you buy or use a product from someone who wasn't using it themselves?? How believable is that?? For example, Why would I eat at your restaurant if YOU yourself never ate there?? If a jock is promoting a Chevy and they're driving a Ford, how credible is that?? Not very, so it's the same thing if a jock is endorsing a product, they are using the product, driving the car. And because they get good ratings, the station is in their demo and/or the talent is very credible in the market, they also get paid. That's part of the contract and the cost included in advertising on that station if you want a talent to endorse, i.e promote your product, service, auto, etc.
It's the celebrity buy - in. What makes a singer or an actor a knoiwledgable political pundit? Or a knowledgable person for any particular cause? Yet the general public seems to buy into their 'expertise' thus the sellers of whateverengage them. So long as the ploy is successful, they will continue.
As a former "personality" (Now I am a nobody), I see nothing wrong with being paid for endorsements, so long as was mentioned earlier, the person doing the endorsing has actually used the product. I do have a problem with news anchors endorsing products. I think it destroys credibility, if there is any credibility left in the news business.
Paul Harvey does all of his own commercials and has been doing so since the dawn of time but in reality, he is not a news anchor. He is a personality, perhaps even an icon and I know for a fact that he won't endorse anything he has not personally tried.
Paul Harvey does all of his own commercials and has been doing so since the dawn of time but in reality, he is not a news anchor. He is a personality, perhaps even an icon and I know for a fact that he won't endorse anything he has not personally tried.
K
KeyDemo
Guest
Endorsements and remotes are the (necessary) frosting when a station can't or won't pay a higher salary.
Ethics come in when you choose to "just say no" to an objectionable product, or something you know your listeners would know you would never use.
I endorsed bed that we still love. Got lasix surgery but am now partially blind in one eye. There's good and bad. For the most part I like 'em. Too bad cars aren't big endorsement items like they used to be.
Ethics come in when you choose to "just say no" to an objectionable product, or something you know your listeners would know you would never use.
I endorsed bed that we still love. Got lasix surgery but am now partially blind in one eye. There's good and bad. For the most part I like 'em. Too bad cars aren't big endorsement items like they used to be.
N
nightfly61
Guest
The jock deserves a perk once in a while, even if it's only free Purina One for their dog or cat!
I think some people here have some overly ambitious (and quite silly) expectations of what is ethical.
First of all, how do you know whether or not someone actually uses a product or service they are a spokesperson for? Does Michael Jordan only wear Hanes underwear? Did Britney Spears NEVER drink a Coke or Red Bull while under contract to Pepsi? Do NASCAR drivers use each and every one of the 217 products whose logos are sewn on their uniforms? I think the idea of "endorsement" is pretty commonly understood these days. The public knows that people are paid to endorse products and they have no problem with it. Why do we expect local radio personalities to be different.
As far as what defines an endorsement, I agree with the previous poster who made the distinction when using the word "I" in a spot. As a programmer, I always took that even one step further. I had an unbreakable rule that no spot voiced by a talent on my station would contain the words "we" or "our." All copy had to be written in third person to say "THEY have the best deal" or "THEIR selection is the best" etc. That, or point the copy at the listener and say "YOU will find the best deal" or "the best selection YOU can imagine."
Sadly, attention to detail like that is most often absent in today's radio programming.
First of all, how do you know whether or not someone actually uses a product or service they are a spokesperson for? Does Michael Jordan only wear Hanes underwear? Did Britney Spears NEVER drink a Coke or Red Bull while under contract to Pepsi? Do NASCAR drivers use each and every one of the 217 products whose logos are sewn on their uniforms? I think the idea of "endorsement" is pretty commonly understood these days. The public knows that people are paid to endorse products and they have no problem with it. Why do we expect local radio personalities to be different.
As far as what defines an endorsement, I agree with the previous poster who made the distinction when using the word "I" in a spot. As a programmer, I always took that even one step further. I had an unbreakable rule that no spot voiced by a talent on my station would contain the words "we" or "our." All copy had to be written in third person to say "THEY have the best deal" or "THEIR selection is the best" etc. That, or point the copy at the listener and say "YOU will find the best deal" or "the best selection YOU can imagine."
Sadly, attention to detail like that is most often absent in today's radio programming.
A
alw
Guest
From time to time on this message board I find a posting about how appalling and unethical it is for a radio personality to do a spot or an info-mercial for a product and (God Forbid!) get paid for it.
What’s the problem, I have voiced countless spots hustling everything from sumptuous dinners at Fanny’s to Waterbeds (I don’t have one) to smokes from Smokin’ Joe’s (I don’t smoke).
I thought that was my job (!). Isn’t it?
We’ve all done spots for clients that have simply paid us to do them.
When Danny hawks hearing devices….he actually uses them (I’ve seen them); if he got a pair for using his rather valuable name, good for him. It’s not like he’s inserting them into a newscast or anything.
I don’t see Michael Jordan as unethical for shilling underwear……
& for a great deal of money I would presume. Hopefully he wears underwear.
As a matter of fact, if anyone out there has a hundred bucks and would like me to prostitute myself a tad…….
Pastrick knows how to reach me.
What’s the problem, I have voiced countless spots hustling everything from sumptuous dinners at Fanny’s to Waterbeds (I don’t have one) to smokes from Smokin’ Joe’s (I don’t smoke).
I thought that was my job (!). Isn’t it?
We’ve all done spots for clients that have simply paid us to do them.
When Danny hawks hearing devices….he actually uses them (I’ve seen them); if he got a pair for using his rather valuable name, good for him. It’s not like he’s inserting them into a newscast or anything.
I don’t see Michael Jordan as unethical for shilling underwear……
& for a great deal of money I would presume. Hopefully he wears underwear.
As a matter of fact, if anyone out there has a hundred bucks and would like me to prostitute myself a tad…….
Pastrick knows how to reach me.
R
Radioboy989
Guest
The entire cast of the Andy Griffith Show did commercials IN CHARACTER. Danny Thomas was pitching Sanka 40 years ago. For as long as there has been media, their have been pitchmen(persons) and many times they have been celebrities to a greater or lesser degree. This is not something that started recently and as long as it is disclosed and evident and honest, it shouldn't be a problem.
Now, how do I get a Select Comfort Bed????????
Now, how do I get a Select Comfort Bed????????
You know it isn't always the greatest thing to be asked to endorse a product or service. I've always felt that I wouldn't endorse something that I didn't believe in or felt was un-safe. I've endorsed eye glasses and cars as well as restaurants. I've even done diets, but they were diets that stressed education and eating better food. Now I'm being asked to endorse a diet that has you eating a specific product and I've yet to agree to do it. I'm not sure that it's healthy, and after doing diets recently I'm unsure that I want to do another, but I sure do need the money and I'm really taking heat from the AE. I turned down a diet product many years ago because I felt it was un-safe and later that company was sued because of dangerous ingredients so I felt I had made the right choice, but the jock that did eventually agree to do the endorsement made an enormous amount of cash. I regretted losing the money, but never regretted turning the job down in the long run. I should add that some clients want a “live” spot that has to be fresh copy every time I open my mouth and others only ask for a few to be recorded to sound live and let them rotate for weeks. Still others actually write all the copy for you, so they’re easy to maintain. As for profiting from endorsements, if your not getting paid for it, you shouldn't have to make it sound like an endorsement at all not matter how pressured you feel to use "I's" and "Me's" in the copy.
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