'News Outlets Want More Advertisers to Act Like Burger King' diff viewer (13/14)

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News Outlets Want More Advertisers to Act Like Burger King	News Outlets Want More Advertisers to Act Like Burger King
2020-06-24 14:52:50 UTC	2020-07-02 19:43:02 UTC (8 days 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.
~~Updated June ~~24,~~ 2020~~	Updated June 30, 2020
	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.
Scientists around the country have tried to identify everyday materials that do a good job of filtering microscopic particles. In recent tests, HEPA furnace filters scored high, as did vacuum cleaner bags, fabric similar to flannel pajamas and those of 600-count pillowcases. Other materials tested included layered coffee filters and scarves and bandannas. These scored lower, but still captured a small percentage of particles.	Scientists around the country have tried to identify everyday materials that do a good job of filtering microscopic particles. In recent tests, HEPA furnace filters scored high, as did vacuum cleaner bags, fabric similar to flannel pajamas and those of 600-count pillowcases. Other materials tested included layered coffee filters and scarves and bandannas. These scored lower, but still captured a small percentage of particles.
A commentary published this month on the website of the British Journal of Sports Medicine points out that covering your face during exercise “comes with issues of potential breathing restriction and discomfort” and requires “balancing benefits versus possible adverse events.” Masks do alter exercise, says Cedric X. Bryant, the president and chief science officer of the American Council on Exercise, a nonprofit organization that funds exercise research and certifies fitness professionals. “In my personal experience,” he says, “heart rates are higher at the same relative intensity when you wear a mask.” Some people also could experience lightheadedness during familiar workouts while masked, says Len Kravitz, a professor of exercise science at the University of New Mexico.	A commentary published this month on the website of the British Journal of Sports Medicine points out that covering your face during exercise “comes with issues of potential breathing restriction and discomfort” and requires “balancing benefits versus possible adverse events.” Masks do alter exercise, says Cedric X. Bryant, the president and chief science officer of the American Council on Exercise, a nonprofit organization that funds exercise research and certifies fitness professionals. “In my personal experience,” he says, “heart rates are higher at the same relative intensity when you wear a mask.” Some people also could experience lightheadedness during familiar workouts while masked, says Len Kravitz, a professor of exercise science at the University of New Mexico.
The steroid, dexamethasone, is the first treatment shown to reduce mortality in severely ill patients, according to scientists in Britain. The drug appears to reduce inflammation caused by the immune system, protecting the tissues. In the study, dexamethasone reduced deaths of patients on ventilators by one-third, and deaths of patients on oxygen by one-fifth.	The steroid, dexamethasone, is the first treatment shown to reduce mortality in severely ill patients, according to scientists in Britain. The drug appears to reduce inflammation caused by the immune system, protecting the tissues. In the study, dexamethasone reduced deaths of patients on ventilators by one-third, and deaths of patients on oxygen by one-fifth.
The coronavirus emergency relief package gives many American workers paid leave if they need to take time off because of the virus. It gives qualified workers two weeks of paid sick leave if they are ill, quarantined or seeking diagnosis or preventive care for coronavirus, or if they are caring for sick family members. It gives 12 weeks of paid leave to people caring for children whose schools are closed or whose child care provider is unavailable because of the coronavirus. It is the first time the United States has had widespread federally mandated paid leave, and includes people who don’t typically get such benefits, like part-time and gig economy workers. But the measure excludes at least half of private-sector workers, including those at the country’s largest employers, and gives small employers significant leeway to deny leave.	The coronavirus emergency relief package gives many American workers paid leave if they need to take time off because of the virus. It gives qualified workers two weeks of paid sick leave if they are ill, quarantined or seeking diagnosis or preventive care for coronavirus, or if they are caring for sick family members. It gives 12 weeks of paid leave to people caring for children whose schools are closed or whose child care provider is unavailable because of the coronavirus. It is the first time the United States has had widespread federally mandated paid leave, and includes people who don’t typically get such benefits, like part-time and gig economy workers. But the measure excludes at least half of private-sector workers, including those at the country’s largest employers, and gives small employers significant leeway to deny leave.
So far, the evidence seems to show it does. A widely cited paper published in April suggests that people are most infectious about two days before the onset of coronavirus symptoms and estimated that 44 percent of new infections were a result of transmission from people who were not yet showing symptoms. Recently, a top expert at the World Health Organization stated that transmission of the coronavirus by people who did not have symptoms was “very rare,” but she later walked back that statement.	So far, the evidence seems to show it does. A widely cited paper published in April suggests that people are most infectious about two days before the onset of coronavirus symptoms and estimated that 44 percent of new infections were a result of transmission from people who were not yet showing symptoms. Recently, a top expert at the World Health Organization stated that transmission of the coronavirus by people who did not have symptoms was “very rare,” but she later walked back that statement.
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.
A study by European scientists is the first to document a strong statistical link between genetic variations and Covid-19, the illness caused by the coronavirus. Having Type A blood was linked to a 50 percent increase in the likelihood that a patient would need to get oxygen or to go on a ventilator, according to the new study.	A study by European scientists is the first to document a strong statistical link between genetic variations and Covid-19, the illness caused by the coronavirus. Having Type A blood was linked to a 50 percent increase in the likelihood that a patient would need to get oxygen or to go on a ventilator, according to the new study.
The unemployment rate fell to 13.3 percent in May, the Labor Department said on June 5, an unexpected improvement in the nation’s job market as hiring rebounded faster than economists expected. Economists had forecast the unemployment rate to increase to as much as 20 percent, after it hit 14.7 percent in April, which was the highest since the government began keeping official statistics after World War II. But the unemployment rate dipped instead, with employers adding 2.5 million jobs, after more than 20 million jobs were lost in April.	The unemployment rate fell to 13.3 percent in May, the Labor Department said on June 5, an unexpected improvement in the nation’s job market as hiring rebounded faster than economists expected. Economists had forecast the unemployment rate to increase to as much as 20 percent, after it hit 14.7 percent in April, which was the highest since the government began keeping official statistics after World War II. But the unemployment rate dipped instead, with employers adding 2.5 million jobs, after more than 20 million jobs were lost in April.
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.)
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.
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.
“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.