The sticky problem with perceptions

There has been some public reaction to the placement of ANC election advertisement stickers on our front pages.

The common question from callers and letter writers was whether the Zululand Observer stable of publications now openly declared its support to the African National Congress.

This despite the fact that on the sticker itself it is clearly stated that it is an advertisement. Below the stickers is a disclaimer stating’ ‘The ‘Vote ANC’ advertisement sticker placed on the front page of today’s Zululand Observer was paid for by the party concerned and does not represent the newspaper’s own viewpoint’.

Be that as it may, since some readers still jump to the conclusion that we do side with the party, it is necessary to put the matter in perspective.

The fact of the matter is that the peel-off sticker is a paid for advertisement like any other on the front page, but simply applied in a more innovative manner to attract attention.

This is not the first time this type of promotional method has been used.

Last year, Eskom was the first to do so, placing similar sized stickers on newspaper front pages, including ours, to get their message across.

Had the IFP or DA, for example, thought of the concept first, we would no doubt have been accused of siding with them. Ironically, we have been accused of being aligned to these parties in the past, but such unsubstantiated perceptions comes with the territory and something the media the world over grapples with.

It is, therefore, necessary to emphasise that the Zululand Observer stable of newspapers, serving the interests all our communities irrespective of their political, religious or other affiliations, upholds a strict policy of reporting on events in an unbiased manner without fear or favour.

Our regular readers know this.