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| News Outlets Want More Advertisers to Act Like Burger King | News Outlets Want More Advertisers to Act Like Burger King |
| (about 8 hours later) | |
| Most companies regularly take steps to make sure their ads don’t run near headlines that could upset potential customers. So news organizations weren’t surprised when advertisers canceled campaigns in recent weeks or demanded that their ads be placed far from coverage of the coronavirus pandemic, costing publishers significant revenue. | Most companies regularly take steps to make sure their ads don’t run near headlines that could upset potential customers. So news organizations weren’t surprised when advertisers canceled campaigns in recent weeks or demanded that their ads be placed far from coverage of the coronavirus pandemic, costing publishers significant revenue. |
| Burger King was an exception. Instead of shunning articles that included terms like “Covid-19” or “pandemic,” the company behind the Whopper focused its message on contactless food delivery and pickup. That way, its marketing would not seem out of place in a grim news cycle, said Marcelo Pascoa, the company’s head of brand and communications. | Burger King was an exception. Instead of shunning articles that included terms like “Covid-19” or “pandemic,” the company behind the Whopper focused its message on contactless food delivery and pickup. That way, its marketing would not seem out of place in a grim news cycle, said Marcelo Pascoa, the company’s head of brand and communications. |
| “It isn’t damaging for the brand to appear within the context of the crisis, because the brand is playing a role,” he said. | “It isn’t damaging for the brand to appear within the context of the crisis, because the brand is playing a role,” he said. |
| To stay away from bad news, advertisers often turn to a method known as blacklisting. It allows airlines to avoid running ads near plane-crash coverage, and companies with wholesome images to keep away from articles containing words like “murder” or “sex.” In a time of political polarization, frequently blacklisted terms include “Russia,” “impeach” and, among the most avoided, “Trump.” | To stay away from bad news, advertisers often turn to a method known as blacklisting. It allows airlines to avoid running ads near plane-crash coverage, and companies with wholesome images to keep away from articles containing words like “murder” or “sex.” In a time of political polarization, frequently blacklisted terms include “Russia,” “impeach” and, among the most avoided, “Trump.” |
| Lately, the most-blocked terms pertain to the virus. Blacklisting during the pandemic has kept more than 1.3 billion ads from being displayed next to content featuring the word “coronavirus” on websites, according to the ad verification firm Integral Ad Science. That has had a devastating effect on ad-dependent news organizations, many of which have been forced to lay off workers at a time when the pandemic has dominated coverage. | Lately, the most-blocked terms pertain to the virus. Blacklisting during the pandemic has kept more than 1.3 billion ads from being displayed next to content featuring the word “coronavirus” on websites, according to the ad verification firm Integral Ad Science. That has had a devastating effect on ad-dependent news organizations, many of which have been forced to lay off workers at a time when the pandemic has dominated coverage. |
| For quality journalism to survive, more companies should behave like Burger King, news publishers and marketing executives say. | For quality journalism to survive, more companies should behave like Burger King, news publishers and marketing executives say. |
| Steven Brill, a veteran news executive who is working to fight misinformation and propaganda through the journalism verification start-up NewsGuard, said companies had started “an unintended boycott of serious news” through their avoidance of coronavirus coverage. | Steven Brill, a veteran news executive who is working to fight misinformation and propaganda through the journalism verification start-up NewsGuard, said companies had started “an unintended boycott of serious news” through their avoidance of coronavirus coverage. |
| “There’s a way to support legitimate journalism and not be embarrassed,” Mr. Brill said. | “There’s a way to support legitimate journalism and not be embarrassed,” Mr. Brill said. |
| But there are complications, aside from corporate squeamishness. Many companies are struggling to stay afloat and have less to spend on marketing. Further, they worry that their ads could end up on websites that peddle false information or conspiracy theories related to the virus. | But there are complications, aside from corporate squeamishness. Many companies are struggling to stay afloat and have less to spend on marketing. Further, they worry that their ads could end up on websites that peddle false information or conspiracy theories related to the virus. |
| Mr. Brill said companies should put aside their fears, given the threat to the news industry. | Mr. Brill said companies should put aside their fears, given the threat to the news industry. |
| “Advertisers can continue to make thoughtful decisions about ad placements on Covid-19 content while supporting serious journalism and remaining confident their ads will not appear on misinformation sites,” he said. | “Advertisers can continue to make thoughtful decisions about ad placements on Covid-19 content while supporting serious journalism and remaining confident their ads will not appear on misinformation sites,” he said. |
| In a recent essay for the trade publication The Drum, Jerry Daykin, a media executive at the pharmaceutical company GlaxoSmithKline, urged his peers to support worthy news outlets. The headline for his piece was blunt: “Marketers — stop blocking the best parts of the internet or they won’t exist anymore.” | In a recent essay for the trade publication The Drum, Jerry Daykin, a media executive at the pharmaceutical company GlaxoSmithKline, urged his peers to support worthy news outlets. The headline for his piece was blunt: “Marketers — stop blocking the best parts of the internet or they won’t exist anymore.” |
| “If we cut the funding from high-quality content and journalism,” Mr. Daykin wrote, “it simply won’t exist for us to advertise against in the future.” | “If we cut the funding from high-quality content and journalism,” Mr. Daykin wrote, “it simply won’t exist for us to advertise against in the future.” |
| Some companies, such as Slack, Geico, Netflix and the telemedicine company GoodRx, have continued to place ads with news publications despite the tragic news cycle. | Some companies, such as Slack, Geico, Netflix and the telemedicine company GoodRx, have continued to place ads with news publications despite the tragic news cycle. |
| Verizon also went against the trend, spending more than $4.5 million on advertising on news sites like The Wall Street Journal and CNN since mid-March. That was more than double what it had spent over the same period last year, according to the advertising analytics platform Pathmatics. | Verizon also went against the trend, spending more than $4.5 million on advertising on news sites like The Wall Street Journal and CNN since mid-March. That was more than double what it had spent over the same period last year, according to the advertising analytics platform Pathmatics. |
| “Instead of pulling back because of the daunting nature of the narrative, we’ve leaned in,” Diego Scotti, Verizon’s chief marketing officer, said in a statement. | “Instead of pulling back because of the daunting nature of the narrative, we’ve leaned in,” Diego Scotti, Verizon’s chief marketing officer, said in a statement. |
| Similarly, Amazon, which has faced criticism for pushing nervous employees to work, has spent $2.3 million to advertise in The Wall Street Journal, in The Washington Post and on CNN since mid-March. Over the same period last year, it spent $506,200 on those sites, according to Pathmatics. | Similarly, Amazon, which has faced criticism for pushing nervous employees to work, has spent $2.3 million to advertise in The Wall Street Journal, in The Washington Post and on CNN since mid-March. Over the same period last year, it spent $506,200 on those sites, according to Pathmatics. |
| But nearly 90 percent of news organizations said companies had canceled ad campaigns since the crisis began, according to the trade group IAB. | But nearly 90 percent of news organizations said companies had canceled ad campaigns since the crisis began, according to the trade group IAB. |
| Many advertisers went into “panic mode,” said Michel de Rijk, the chief executive of the digital advertising company S4 Capital. | Many advertisers went into “panic mode,” said Michel de Rijk, the chief executive of the digital advertising company S4 Capital. |
| Updated June 1, 2020 | |
| Exercise researchers and physicians have some blunt advice for those of us aiming to return to regular exercise now: Start slowly and then rev up your workouts, also slowly. American adults tended to be about 12 percent less active after the stay-at-home mandates began in March than they were in January. But there are steps you can take to ease your way back into regular exercise safely. First, “start at no more than 50 percent of the exercise you were doing before Covid,” says Dr. Monica Rho, the chief of musculoskeletal medicine at the Shirley Ryan AbilityLab in Chicago. Thread in some preparatory squats, too, she advises. “When you haven’t been exercising, you lose muscle mass.” Expect some muscle twinges after these preliminary, post-lockdown sessions, especially a day or two later. But sudden or increasing pain during exercise is a clarion call to stop and return home. | |
| States are reopening bit by bit. This means that more public spaces are available for use and more and more businesses are being allowed to open again. The federal government is largely leaving the decision up to states, and some state leaders are leaving the decision up to local authorities. Even if you aren’t being told to stay at home, it’s still a good idea to limit trips outside and your interaction with other people. | States are reopening bit by bit. This means that more public spaces are available for use and more and more businesses are being allowed to open again. The federal government is largely leaving the decision up to states, and some state leaders are leaving the decision up to local authorities. Even if you aren’t being told to stay at home, it’s still a good idea to limit trips outside and your interaction with other people. |
| Touching contaminated objects and then infecting ourselves with the germs is not typically how the virus spreads. But it can happen. A number of studies of flu, rhinovirus, coronavirus and other microbes have shown that respiratory illnesses, including the new coronavirus, can spread by touching contaminated surfaces, particularly in places like day care centers, offices and hospitals. But a long chain of events has to happen for the disease to spread that way. The best way to protect yourself from coronavirus — whether it’s surface transmission or close human contact — is still social distancing, washing your hands, not touching your face and wearing masks. | Touching contaminated objects and then infecting ourselves with the germs is not typically how the virus spreads. But it can happen. A number of studies of flu, rhinovirus, coronavirus and other microbes have shown that respiratory illnesses, including the new coronavirus, can spread by touching contaminated surfaces, particularly in places like day care centers, offices and hospitals. But a long chain of events has to happen for the disease to spread that way. The best way to protect yourself from coronavirus — whether it’s surface transmission or close human contact — is still social distancing, washing your hands, not touching your face and wearing masks. |
| Common symptoms include fever, a dry cough, fatigue and difficulty breathing or shortness of breath. Some of these symptoms overlap with those of the flu, making detection difficult, but runny noses and stuffy sinuses are less common. The C.D.C. has also added chills, muscle pain, sore throat, headache and a new loss of the sense of taste or smell as symptoms to look out for. Most people fall ill five to seven days after exposure, but symptoms may appear in as few as two days or as many as 14 days. | Common symptoms include fever, a dry cough, fatigue and difficulty breathing or shortness of breath. Some of these symptoms overlap with those of the flu, making detection difficult, but runny noses and stuffy sinuses are less common. The C.D.C. has also added chills, muscle pain, sore throat, headache and a new loss of the sense of taste or smell as symptoms to look out for. Most people fall ill five to seven days after exposure, but symptoms may appear in as few as two days or as many as 14 days. |
| If air travel is unavoidable, there are some steps you can take to protect yourself. Most important: Wash your hands often, and stop touching your face. If possible, choose a window seat. A study from Emory University found that during flu season, the safest place to sit on a plane is by a window, as people sitting in window seats had less contact with potentially sick people. Disinfect hard surfaces. When you get to your seat and your hands are clean, use disinfecting wipes to clean the hard surfaces at your seat like the head and arm rest, the seatbelt buckle, the remote, screen, seat back pocket and the tray table. If the seat is hard and nonporous or leather or pleather, you can wipe that down, too. (Using wipes on upholstered seats could lead to a wet seat and spreading of germs rather than killing them.) | If air travel is unavoidable, there are some steps you can take to protect yourself. Most important: Wash your hands often, and stop touching your face. If possible, choose a window seat. A study from Emory University found that during flu season, the safest place to sit on a plane is by a window, as people sitting in window seats had less contact with potentially sick people. Disinfect hard surfaces. When you get to your seat and your hands are clean, use disinfecting wipes to clean the hard surfaces at your seat like the head and arm rest, the seatbelt buckle, the remote, screen, seat back pocket and the tray table. If the seat is hard and nonporous or leather or pleather, you can wipe that down, too. (Using wipes on upholstered seats could lead to a wet seat and spreading of germs rather than killing them.) |
| More than 40 million people — the equivalent of 1 in 4 U.S. workers — have filed for unemployment benefits since the pandemic took hold. One in five who were working in February reported losing a job or being furloughed in March or the beginning of April, data from a Federal Reserve survey released on May 14 showed, and that pain was highly concentrated among low earners. Fully 39 percent of former workers living in a household earning $40,000 or less lost work, compared with 13 percent in those making more than $100,000, a Fed official said. | More than 40 million people — the equivalent of 1 in 4 U.S. workers — have filed for unemployment benefits since the pandemic took hold. One in five who were working in February reported losing a job or being furloughed in March or the beginning of April, data from a Federal Reserve survey released on May 14 showed, and that pain was highly concentrated among low earners. Fully 39 percent of former workers living in a household earning $40,000 or less lost work, compared with 13 percent in those making more than $100,000, a Fed official said. |
| Yes, but make sure you keep six feet of distance between you and people who don’t live in your home. Even if you just hang out in a park, rather than go for a jog or a walk, getting some fresh air, and hopefully sunshine, is a good idea. | Yes, but make sure you keep six feet of distance between you and people who don’t live in your home. Even if you just hang out in a park, rather than go for a jog or a walk, getting some fresh air, and hopefully sunshine, is a good idea. |
| Taking one’s temperature to look for signs of fever is not as easy as it sounds, as “normal” temperature numbers can vary, but generally, keep an eye out for a temperature of 100.5 degrees Fahrenheit or higher. If you don’t have a thermometer (they can be pricey these days), there are other ways to figure out if you have a fever, or are at risk of Covid-19 complications. | Taking one’s temperature to look for signs of fever is not as easy as it sounds, as “normal” temperature numbers can vary, but generally, keep an eye out for a temperature of 100.5 degrees Fahrenheit or higher. If you don’t have a thermometer (they can be pricey these days), there are other ways to figure out if you have a fever, or are at risk of Covid-19 complications. |
| The C.D.C. has recommended that all Americans wear cloth masks if they go out in public. This is a shift in federal guidance reflecting new concerns that the coronavirus is being spread by infected people who have no symptoms. Until now, the C.D.C., like the W.H.O., has advised that ordinary people don’t need to wear masks unless they are sick and coughing. Part of the reason was to preserve medical-grade masks for health care workers who desperately need them at a time when they are in continuously short supply. Masks don’t replace hand washing and social distancing. | The C.D.C. has recommended that all Americans wear cloth masks if they go out in public. This is a shift in federal guidance reflecting new concerns that the coronavirus is being spread by infected people who have no symptoms. Until now, the C.D.C., like the W.H.O., has advised that ordinary people don’t need to wear masks unless they are sick and coughing. Part of the reason was to preserve medical-grade masks for health care workers who desperately need them at a time when they are in continuously short supply. Masks don’t replace hand washing and social distancing. |
| If you’ve been exposed to the coronavirus or think you have, and have a fever or symptoms like a cough or difficulty breathing, call a doctor. They should give you advice on whether you should be tested, how to get tested, and how to seek medical treatment without potentially infecting or exposing others. | If you’ve been exposed to the coronavirus or think you have, and have a fever or symptoms like a cough or difficulty breathing, call a doctor. They should give you advice on whether you should be tested, how to get tested, and how to seek medical treatment without potentially infecting or exposing others. |
| If you’re sick and you think you’ve been exposed to the new coronavirus, the C.D.C. recommends that you call your healthcare provider and explain your symptoms and fears. They will decide if you need to be tested. Keep in mind that there’s a chance — because of a lack of testing kits or because you’re asymptomatic, for instance — you won’t be able to get tested. | If you’re sick and you think you’ve been exposed to the new coronavirus, the C.D.C. recommends that you call your healthcare provider and explain your symptoms and fears. They will decide if you need to be tested. Keep in mind that there’s a chance — because of a lack of testing kits or because you’re asymptomatic, for instance — you won’t be able to get tested. |
| Charity Navigator, which evaluates charities using a numbers-based system, has a running list of nonprofits working in communities affected by the outbreak. You can give blood through the American Red Cross, and World Central Kitchen has stepped in to distribute meals in major cities. | Charity Navigator, which evaluates charities using a numbers-based system, has a running list of nonprofits working in communities affected by the outbreak. You can give blood through the American Red Cross, and World Central Kitchen has stepped in to distribute meals in major cities. |
| “Their first response was to stop everything,” he said. “They didn’t want to be perceived in the wrong way or associated in some way.” | “Their first response was to stop everything,” he said. “They didn’t want to be perceived in the wrong way or associated in some way.” |
| When print was the dominant medium, ads were placed by human beings able to make judgment calls. In the digital era, custom filters and algorithms guide ads into position alongside online articles. | When print was the dominant medium, ads were placed by human beings able to make judgment calls. In the digital era, custom filters and algorithms guide ads into position alongside online articles. |
| Some companies have thousands of blacklisted keywords and topics. The blocking strategy is a “blunt tool,” said Daniel Avital, the chief strategy officer of the ad fraud prevention company Cheq. | Some companies have thousands of blacklisted keywords and topics. The blocking strategy is a “blunt tool,” said Daniel Avital, the chief strategy officer of the ad fraud prevention company Cheq. |
| “Keyword blacklisting sees everything in black and white,” he said. “Covid is being mentioned in every single article, good or bad, but there is no spectrum, no nuance, distinguishing a horrific article about old people dying from a benign article about a musician performing from their living room.” | “Keyword blacklisting sees everything in black and white,” he said. “Covid is being mentioned in every single article, good or bad, but there is no spectrum, no nuance, distinguishing a horrific article about old people dying from a benign article about a musician performing from their living room.” |
| Strict filters are less expensive than sophisticated algorithms that scan stories for context, Mr. Avital added. | Strict filters are less expensive than sophisticated algorithms that scan stories for context, Mr. Avital added. |
| If the pandemic lasts through June, keyword blocking will drain more than $1 billion in revenue from online news publishers in the United States, according to a study conducted by Cheq and the University of Baltimore’s Merrick School of Business. News publications are twice as likely as other platforms to have ads scrubbed because of coronavirus-related content, IAB said. | If the pandemic lasts through June, keyword blocking will drain more than $1 billion in revenue from online news publishers in the United States, according to a study conducted by Cheq and the University of Baltimore’s Merrick School of Business. News publications are twice as likely as other platforms to have ads scrubbed because of coronavirus-related content, IAB said. |
| More than 70 senators recently called for federal agencies to support local journalism by spending more of their ad budgets on news sites. Google, which has faced pressure to loosen its coronavirus-related filters, pledged to temporarily waive the ad-serving fees it charges publishers. | More than 70 senators recently called for federal agencies to support local journalism by spending more of their ad budgets on news sites. Google, which has faced pressure to loosen its coronavirus-related filters, pledged to temporarily waive the ad-serving fees it charges publishers. |
| As the virus lingers, isolation-themed ads have increasingly popped up on news sites. But many companies continue to funnel the bulk of their online ad spending to Google and Facebook, which have struggled to contain conspiracy theories and sketchy merchants. | As the virus lingers, isolation-themed ads have increasingly popped up on news sites. But many companies continue to funnel the bulk of their online ad spending to Google and Facebook, which have struggled to contain conspiracy theories and sketchy merchants. |
| An example is the e-commerce company Overstock. Between March 11 and April 9, it spent more than $136,000 on news sites but $362,000 on Facebook ads, according to Pathmatics. | An example is the e-commerce company Overstock. Between March 11 and April 9, it spent more than $136,000 on news sites but $362,000 on Facebook ads, according to Pathmatics. |
| News publishers are pushing for a larger share. | News publishers are pushing for a larger share. |
| “Trusted news organizations are the ultimate safe space for brands,” said Joy Robins, the chief revenue officer for The Washington Post, “but trust and scale are not enough. Publishers can also guide brands on how to responsibly speak to their highly engaged readers.” | “Trusted news organizations are the ultimate safe space for brands,” said Joy Robins, the chief revenue officer for The Washington Post, “but trust and scale are not enough. Publishers can also guide brands on how to responsibly speak to their highly engaged readers.” |