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Editors Of The
Round Table: Editorial Obligations And Consequences
Ernie Fisher
Awhile ago, one of the local (Toronto) audio/video retailers commifted to advertise in The lnner Ear Report. Advertising is handled by an independent company headed by Ms. Trotter, who followed up and contacted the potential advertiser. Meanwhile, however, a new issue had come out, and one particular article had been brought to the retailer’s attention. He didn’t like the tone of the article, and stated that TIER had ‘knocked" his business — and that he was withdrawing from his commitment. I heard about it and later, I thought about it. As a publisher, I could have withheld the article, and as an editor I could have edited the article so that the offending text would not be there, but then again, neither wouldthe essence of the article be there — the very point the writer wanted to make.
In the reporting business, nothing is more annoying than to hold a report which may present value to readers. Honest journalists will sometimes offend, mostly those people who had been targets. Others, however, are pleased with the honesty, the reporting style, andthe impartiality. It stands to reason that we can’t please them all, as the saying goes, but how do I really feel?
I feel that our readers deserve to get all the information pertaining to the electronics industry, and this includes editorials, opinions, test reports, and, by coincidence — a little bit of politics. Right or wrong, the articles submitted to us and passed on to me for final edit will contain material which may be viewed as offensive by some. Publishing "politically correct" means that I would simply withhold offensive material and reap the benefits — advertising revenue. This may make me richer monetarily — and in experience — like how to navigate the deep political waters without drowning. However, this isn’t my demeanour, nor my goal.
I have resigned myself to the fact that, as an honest publisher, I’ll never make millions. There are options, of course. I could go with the flow, ignore what’s in my heart, do what’s "politically correct," and do "business." A comment once made by one of our advertisers, made it clear that sometimes TIER is perceived as biased toward Canadian products. I strongly objected, and re-stated my position on the subject.
Well, I lost the advertising account, and the good people don’t even answer my phone calls any longer. The principal of the company failed to tell me that it had been his own perception, rather than the opinion of readers, as to our alleged "bias." I’m truly sorry to see revenue lost, but at the same time, I am proud that I didn’t succumb and become one of the many "politically correct" magazine publishers.
To hell with that — I am not afraid of the establishment, if that’s what I’m battling.
The electronics business is made up of many types, many religions, and many, many pharisaic individuals (read "idiots"). Fortunately, there are also those who are what is known as "straight shooters": nice, respectable people. The principals of these companies understand that smallish magazine publishers work hard to maintain a publication usually known for a down-to-earth attitude of fairness and neutrality. It’s my opinion that business doesn’t have to be ‘bought,’ and that straightforward, honest communication between principals should be the order. I do not expect that everyone agrees with my policies or my opinions, but I DO expect respect — as I respect other opinions, often without agreeing.
I will publish every bit of text relevant to the industry, and I will always print information important to consumers of the industry’s products. I will always refrain from personal attacks, but I will always do battle with those who try and hoodwink me and others involved with the electronics business. I’m saying ‘hoodwink’ because I’m quite aware that a lot of principals influence magazine publishers in one way or another. It’s up to the magazine’s management to see or feel when this is happening.
On the other hand, credit must go to those who are "doing business" with us and other great mags, and who do not attempt to hype us, or influence us in any shape or form. These are the "audio people," as I like to call them, people with integrity. Their number includes some of the most prominent names in the industry. Note that I was, for once, "politically correct," since I didn’t name the bad guys, nor the good guys. There is a reason, however. The reason is simply this: I hold no grudges, and I do not discriminate. This space in the magazine offers me the opportunity to say what I wish to say — and it’s a sort of therapy, whereby once I have rambled enough, I get it out of my system.
Finally, I have a few words of advice for those who wish to become involved in magazine publishing. Stay away from politics, report honestly, research everything, and remember that the job brings along with it an obligation to your readers — regardless of the consequences.
Amen.
Have a great musical day.