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IS STAR DELIBERATELY MISLEADING READERS?? There's no debate that editorial copy in newspapers is valued anywhere between 5-10 times that of advertising. The reasoning is simple: people believe stories written by an unbiased third party versus paid advertising where the purchaser can say anything he/she wants about a product or service. That's a key reason why newspapers like the Kansas City Star deliberately make much of its paid advertising look like editorial copy. As an example, the weekly automotive section is designed to look like editorial copy with "unbiased" reviews of new cars. However, it is all part of the Advertising Dept., including the Automotive Editor. More than a year ago the Star had the dubious distinction of being the first newspaper in the nation to charge for routine business announcements like new positions, promotions, job changes, etc. The Kansas City Business Journal still runs these items for free as part of its editorial coverage. At one point the Star made it very obvious that the Business Announcements were part of the Advertising Department with that fact highlighted. Not anymore. In the announcements in the Tuesday (4/25) Star Business Weekly nowhere does it say the business announcements are paid ads. A note under the column simply lists some contacts "For info about business announcements..." This is not by accident.
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