Morrissey was right – life IS very long when you’re lonely…
Last month I faced a classic publishing dilemma. When stories surfaced in the national press that a harvest work contractor in Bundaberg had allegedly sacked backpackers after they asked for water, my colleagues on the Backpacker Tourism Advisory Panel urged me to publish a story in TNT Magazine informing readers of their workplace rights.
So far, so good. But to give the article some context – and because it was a big story relevant to our readership – we also had to report the original allegations.
Which is where things got tricky – because the harvest work contractor at the centre of the allegations operates East Bundy Backpackers, one of our regular advertisers.
We tried to get in contact with the hostel operators to get their side of the story, but were unable to do so prior to publication.
So we went ahead and published this piece…
Predictably, they weren’t happy when they saw it and promptly cancelled their advertising. And to be honest, I don’t blame them. If I spent money advertising my services in a magazine for backpackers, I wouldn’t be too happy to see a lot of negative publicity about my product on its news pages.
All we could say to placate them was that the article was drawn from a number of reports in the mainstream press, we did try to make contact prior to publication and we would be happy to publish their side of the story on Thumbrella and in TNT if they wish.
It would be great if they take up the offer, but I’m not holding my breath.
We try to work in partnership with our advertisers and distributors, but our first duty is to our readers. Sometimes this means we have to make difficult choices that are not always to our short-term commercial advantage. But, in the long run, backpackers know we are a credible source of information and are more likely to read the magazine (and therefore see and respond to the adverts).
We have even reprinted the “what you need to know” part of the article outlining workers’ rights, which will be laminated and distributed on all Oz Experience buses in the coming months.
I’m confident backpackers and advertisers will support us for doing the right thing. I hope so anyway – life can be lonely up here on the moral high ground.
By Martin Lane · April 6th, 2010 at 8:41 am
Comments
6 Apr 10
11:04 am
Well, East Bundy Backpackers has had a chance to make the Oral High Ground by having a chat to those holding the Moral High Ground.
You can come down from the hill at anytime, Martin. You did the right thing.
13 Apr 10
9:51 am
Spot on Martin.
Your decison added more value to your own brand than just the short term advertising revenue of one customer. No doubt there is two sides to the story, pity the Hostel operators are reluctant to open up.
For now, change the CD to Van Morrision and start smiling!
20 Apr 10
11:43 am
well at least you can sleep at night – which is more than can be said for those slave-drivers! Someone should tell them that convict days ended a few centuries ago!
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