In a landmark move for transparency, the organization is introducing four different labels. These labels will be glued front and center onto all of its content. These simple labels are meant to be helpful, opening up our funding sources to shed more light on the articles and projects we pursue. The labels, which include ‘Supported by’, ‘Advertising partner/Exclusive advertising partner’, ‘Paid content/Paid for by’, and ‘Advertiser content/from our advertisers’, will help readers identify the nature of the content they are consuming.
The move, which is in place immediately, highlights the organization’s dedication to educating its listeners about what funds its content. The organization clearly labels its materials to help establish trust. View this post on Instagram This tactic provides transparency to readers about how the content is created and financed. This initiative is the continuation of a larger strategy. We want to do this while continuing to build our credibility in an era where the wall between editorial and sponsored is increasingly crumbling.
Understanding the Labels
The initial indicator, ‘Supported by’, indicates that a third party has directly supported the creation of that content. This support could be in the form of financial backing or simply in providing resources. This label gives readers the valuable context of understanding who has informed the creation of the piece.
The second label, ‘Advertising partner/Exclusive advertising partner’, signifies that the content is part of a partnership arrangement with an advertiser. This label exists to disclose to readers the unique relationship between our content creators and the advertising company that works with us.
The third, ‘Paid content/ Paid for by’, is the label that signals money has exchanged hands from a sponsor outside of the media organization. This designation is extremely important. It clearly informs readers up front that the content is sponsored so readers are aware of any possible conflicts or biases that the information may have.
The fourth label, ‘Advertiser content/from our advertisers’, is appropriate for content developed in partnership with advertisers. This category focuses on reminding readers that, despite valuable and possibly journalistic content, the content is created under the direction or input of an advertiser.
Funding for Projects
The organization uses plain labels to signpost its current content. It fronts that it takes baseline funding from third party corporate interests to build new projects. This direct funding model incentivizes innovation while diversifying their content portfolios. It helps to bring transparency to their often-secret financial relationships.
Funding for Transportation Alternatives isn’t limited to new projects. The agency is open to funding more complex stories that are already in development. This combined funding model allows them to expand their offerings. In doing so, it shields readers from nefarious outside forces trying to pull their strings.
By shining a spotlight on these funding practices and making it easier to identify them with clear labels, the group hopes to foster a better-informed readership. This level of transparency creates a culture of trust and provides readers the knowledge to assess and critically engage with the information being laid out before them.
Implications for Readers
The addition of these labels is the latest step in the dramatic metamorphosis of how content is distributed to audiences. Readers will finally be equipped with the means to determine the factuality and source of the content they read. This new standard is especially welcome, considering today’s media environment, where some forms of sponsored content may get close to resembling good faith independent journalism.
When these labels do become standard practice, media consumers can look forward to seeing more transparency in all forms of media. The implications of this initiative extend beyond this organization as it sets a precedent for others in the industry to follow suit.