No advertorials here

Some publications must think their readers are so stupid that they can't tell the difference between a paid advertisement and legitimate editorial copy, even when the ad is disguised as a news story. Such reader deception is known as an "advertorial." As the name implies, the copy is a cross between an advertisement and editorial copy. An advertorial is deliberately made to look like a normal news story when in fact it is an advertisement. Somewhat similar, some publications agree to write a favorable puff piece (no news value) about advertisers and position it next to their paid ad. Still other publications establish a vendor editorial panel to give them a platform to hawk their wares under the guise of editorial treatment. The most common ploy of all, however, is for the publication to print everything an advertiser submits to the editorial staff. Credit Union Times is occasionally asked to participate in one or more of the above schemes. Our answer is always the same: "Absolutely not!" Our editorial product is sacred and is not for sale under any circumstances. Has this policy cost us ad dollars? You bet. Lots of them. But we never waiver from good journalism policy which demands a firewall between advertising and editorial. We know you agree with our strong stand because you have told us so on many occasions. You also told us you expect news that has no ulterior motive such as self promotion. You want news that is objective, balanced, fair, and honest as well as timely and well-written. Credit Union Times is happy to deliver exactly that in every story, every week.