While much of the Internet industry is decrying the dearth of national banner advertising, WorldNetDaily is – at least temporarily – discontinuing the use of all agency ads because too many are offensive to management and readers.
Effective today, WorldNetDaily is suspending the use of all national advertising provided by its agency, Cybereps.
“We’re listening to our readers — and to our own corporate conscience,” explained Chief Executive Officer and Editor Joseph Farah. “Even though national advertising represents a significant source of revenue for the company, we don’t want offensive advertising to redefine the editorial culture of our independent newssite.”
The problem has been an inability to adequately preview banners before they are streamed onto the site directly by the agency. Ads can be removed once they appear, but, says Farah, doing so is often a time-consuming and frustrating experience.
“The tasteless ads seem to be on the increase,” says Farah. “It’s a constant battle that must be waged day in and day out. It is distracting us from our main mission – providing a real alternative news source for our readers.”
The ads that Farah found offensive range from the promotion of online gambling to the marketing of national television programs that, he says, he would never allow his own children to watch.
“At WorldNetDaily, we have tried very hard to create a family-friendly environment,” says Farah. “That is often difficult enough, given the nature of the news. But I am not about to allow advertisers to destroy that image and that safety zone for parents and children. We’re not going to make the same mistakes that network television has made.”
Among the broad categories of ads Farah rejects are those promoting gambling and sexually suggestive entertainment. WorldNetDaily also does not accept ads promoting psychic readings, horoscopes and occultic practices. Tobacco and liquor advertising is also rejected.
“I hope the Internet advertising industry gets its act together and responds, as we are responding, to the real demands and needs of the marketplace,” Farah said. “I would love to work with an agency that understands a company with high standards — not just for journalism, but for our entire product.”