KRON 4's 'Best Of' Pay to Play
San Francisco TV station crosses the line between positive lifestyle journalism and crass promotion—again.
At the East Bay Express, the Oakland, California-based alternative weekly where I spent years as managing editor, few things annoyed our reporting staff more than the annual ritual known as Best Of the East Bay. That's the issue where we would corral them, along with scores of freelance contributors, to suss out and write up (without their usual cynicism) the area's most noteworthy people, places, activities, art, music, products, services, eateries, bars, and so forth. The freelancers were eager for the work; the staff was merely resigned, knowing that it was this issue that paid their salaries. These Best Of issues have long been a cash cow for alt-weeklies and regional lifestyle magazines, often tripling the average issue's page count. They are packed with advertising and are popular with readers. The Best Of formula has been such a winner that, over the years, daily newspapers and TV stations have attempted, mostly feebly, to replicate it. (Click here for our recent collection of snippets on the death of newspapers.)
While the hard-boiled news hounds found it beneath their dignity to cheerlead for local businesses, what resulted was at least a purely editorial product. We would run full-page ballots in the three preceding issues, as well as an online ballot, allowing readers to elect their own "reader's poll" winners—we took pains to eliminate ballot stuffing and we disqualified obvious cheaters. Neither the winners nor the paper's sales reps were alerted in advance as to who had won, nor did the ad reps have any part in selecting nominees. Allowing them to meddle would have destroyed the issue's credibility. Which is why I don't put much credence in "Best of the Bay Television," produced by KRON 4, a former San Francisco NBC affiliate that bills itself “the Bay Area’s News Station.”