Sponsored Content Really Not a Big Deal, Folks


Earlier today Josh Marshall announced that TPM had launched a new section called “IdeaLab: Impact,” sponsored by PhRMA, the famously ubiquitous pharmaceutical industry lobby. Henry Farrell was distinctly unimpressed by the news:

In that spirit, I’d like to introduce a very cool new non-sponsored section myself, “Bullshit Lab: Impact,” focused on the very cool ways in which PhRMA lobbying is affecting real human lives and impacting people and communities living on the margins of global wealth and on the margins of the technological transformations. Except losing the “impacting,” since it isn’t a verb ever seen outside corporate press releases. How, for example, is PhRMA lobbying advancing the ball on shoving insanely demanding requirements into international trade agreements? What are the impactful ways in which PhRMA is impacting high drug prices? What are the cutting edge techniques in which PhRMA is pushing back on patent reform for AIDS drugs in South Africa….Feel free to treat this post’s comments sections as an opportunity to provide further examples, and unleash the real world impacts of innovative lobbying innovations!!

Sponsored content is all the rage these days, so this was probably inevitable. In fact, I was just reading about it the other day on my Dell Venue 11 tablet. I had just gotten back from Target, which was having a sale on DiGiorno frozen pizzas, and hopped onto Internet Explorer while I waited for the pizza to heat up in my Breville toaster oven. I wanted to read about NYT Now, a “compelling new iPhone® app with quick summaries and updates of top stories from our editors” that the Times announced a couple of weeks ago at South By Southwest Interactive. I found a few blurbs via Google News, but I still want to know more. It sounds exciting! I wonder if I’ll be able to read it on the HTC One Android phone I’m planning to buy from T-Mobile?

Anyway, like I said, the whole sponsored content thing is probably inevitable, but I doubt it has much actual effect on what journalists choose to write about. Nothing to get worked up about, Henry.

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