Journalists on Twitter were surprised, even dismayed, on Tuesday when tweets from The Associated Press prompted followers to “Visit AstraZeneca’s YouTube channel.”
Sponsored Tweet: 15M+ Americans experience #GERD symptoms each day. Visit AstraZeneca’s YouTube channel http://t.co/ZeRv150GB7
— The Associated Press (@AP) August 27, 2013
I asked Paul Colford, AP’s director of media relations, about the “Sponsored Tweets.” His response to me – and several others who had questions – is that this is nothing new and other news outlets are doing it, too.
@AHCJ_Pia We’ve done a number of sponsored tweets. FYI: http://t.co/DyeDuvwjP8 Thanks — Paul Colford (@PDColford_AP) August 27, 2013
The Associated Press began using “Sponsored Tweets” in January in conjunction with the International CES (consumer electronics show). The press release announcing the “innovative advertising” says the tweets would be provided by the advertiser and handled by staff outside the AP newsroom:
The AP developed internal guidelines in recent months so that it may build new business models in the new media landscape without compromising its newsroom values and principles.
A more in-depth piece on the Muck Rack blog about the venture provides further insight into why the AP is using them and how they are generated. In the post, Ken Detlet, the AP’s vice president of digital advertising, said “It’s a useful tool, when used tactfully, to promote meaningful content.”
We’ve gathered a sampling of reactions from journalists and we’re interested in hearing from our readers. Is labeling them as “Sponsored Tweets” enough? Do you think this will become more prevalent? What would be your reaction to seeing such tweets in your stream? Did you know that AP and other news organizations are including advertising in their tweets? Use the comment section to share your thoughts.
Saerom Yoo, a reporter at The Statesman Journal in Salem, Ore.:
Err, that @AP tweet promoting AstraZeneca was a mistake, right? — Saerom Yoo (@syoo) August 27, 2013
Blythe Bernhard, a health and medical reporter at the St. Louis Post-Dispatch:
Unbelievable! Shame on AP RT @AP: Sponsored Tweet: 15M+ Americans experience #GERD symptoms each day. Visit AstraZeneca’s YouTube channel
— Blythe Bernhard (@blythebernhard) August 27, 2013
Will Yong, an associate producer with Al Jazeera’s “Listening Post:”
@AP excuse me? has it come to this?
— Will Yong (@will_yong) August 27, 2013
Annie Lowrey, an economic policy reporter for The New York Times:
Oh dear. RT @AP Sponsored Tweet: Do you experience heartburn? Learn about #GERD at AstraZeneca’s YouTube channel http://t.co/3HuEw7tkQn — Annie Lowrey (@AnnieLowrey) August 27, 2013
Jane McManus, a sportswriter with ESPNNewYork.com and ESPNW:
@AP Have you been hacked? — Jane McManus (@janesports) August 27, 2013
Ben Popken, a writer and editor with NBC News:
@AP This is a terrible tweet for multiple reasons.
— bpopken (@bpopken) August 27, 2013
