PressEthic

Wal-Mart is taking out ads in local newspapers in order to build better “community relations.” I don’t know who this reflects more negatively on, the newspapers or Wal-Mart. A December 8th AP story in Editor & Publisher says:

Consideration of an advertising shift comes as the retailer repositions itself on several fronts -- particularly community relations. The retailer regularly faces criticism, lawsuits and organized attacks from labor union-backed campaign groups, making it more difficult to open new stores and grow.

Wal-Mart spokeswoman Mona Williams said they would look at the effect the advertisements had on sales, but added:

The question is also whether to advertise to support the local newspaper and generate good will from that. These are probably good, non-traditional reasons to advertise locally and considerations we will also factor in once we have the market test results

So, newspapers are desperate for revenue and Wal-Mart is desperate for better public relations. Newspapers complained that Wal-Mart was driving grocery stores around the country into the ground, knocking off the local newspaper’s largest advertisers.

Wal-Mart, in turn, doesn’t necessarily need the advertising to boost sales (they already have their competition beat), but they are willing to help out the local newspapers if it buys them “good will.”

I’m impressed that Wal-Mart has actually found a new way to play the press. I’m insulted on behalf of local newspapers everywhere. But overall, I guess I’m okay with shrugging my shoulders, rolling my eyes and conceding one more idealistic notion to capitalism.