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General Motors has canceled an estimated whopping $10 million in advertising with The Los Angeles Times. It is rare for GM or any other big company to take such a step.

The Wall Street Journal says the world’s biggest automaker is upset over what it perceives to be a lack of journalistic integrity. More specifically?“factual errors and misrepresentations in the editorial coverage.”

Other news accounts say GM claims the Times published critical coverage concerning GM, which GM refuted with documented evidence, but failed in its effort to impress the Times with its version of the truth.

The Times, the reports say, refuses to retract or change its coverage.

A free press is key to protecting our freedoms, and the freedom of speech and the freedom of the press must be upheld. On that most will agree.

However, the Times repeatedly demonstrates a biased perspective on its editorial page, and we see a biased slant in its news coverage as well. (The same can be said of many other big-time newspapers, too, such as The New York Times.) But can it be that, in California, GM and the marketplace is talking back? The Times subscription level has been flat (at 900,000) over the last 35 years, despite an explosive growth in Southern California. Its advertising is also down over the last few years.

We believe the Times needs to review its accountability to both subscribers and to advertisers. Most folks will tolerate a left- or a right-wing editorial page, but will not tolerate false or misleading news articles, or editorial slants in the news.

King Solomon wrote, “Telling lies about others is as harmful as hitting them with an ax (or) wounding them with a sword…” (Proverbs 25:18 NLT).

We agree with General Motors. Advertisers should fight back by withdrawing advertising as a means of protest; and, in this case, a loud and effective protest.

The bias of the Times is coming home to roost.

Steve Marr is the former CEO of the fourth largest import-export firm in the U.S., a company which facilitated international trade for many of the largest companies in America. Currently, Steve consults with with businesses and ministries utilizing ancient Biblical principles for success in today’s marketplace. Click here to contact Steve, or visit his website at www.businessproverbs.com.

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