Dismissing paid advertising while relying on an outlet sustained by it
There are times when a statement published in local media stands out not for its insight, but for the contradiction it creates.
Recently, I read a commentary published in a news outlet that relies heavily on advertising revenue to operate. The central claim of that piece was that word of mouth is better than any money spent on advertising.
It is an oxymoron that deserves attention.
If word of mouth alone truly outperformed paid advertising, business owners would have no need for the outlet they chose to publish in. More importantly, the outlet itself would not exist.
Local news does not run on casual conversation or goodwill. It runs on advertising – the same advertising purchased by businesses that understand visibility requires more than hoping customers talk – even if that talk turns praises or criticism.
Word of mouth certainly does hold value, but it is limited. It reaches familiar circles, not entire communities. Advertising is what allows a business to introduce itself beyond its immediate network.
It is also what allows a news outlet to keep its staff employed, maintain its platform, and continue serving readers.
Using an advertising‑supported medium to argue that advertising is not worthwhile undermines the very system enabling the argument to appear in print.
In small communities, information moves quickly and so do contradictions. When a message dismisses advertising while relying on an advertising‑supported outlet to carry it, the inconsistency becomes impossible to ignore.
The platform itself proves the value of the very thing being dismissed – and that dog don’t hunt.
And that is my opinion — Denice Martin Jones
This submission is an opinion piece, it is not hard news. Coastal Carolina News accepts reader opinions and may edit for length or language. Commentary submissions are published at no cost and can be email Info@CoastalCarolinaNews.com.
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