Reuters reconsiders policy against religious advertising
10/29/2003 News media contact: Linda Green · (615) 742-5470 · Nashville, Tenn
By Linda Green*
Igniting Ministry tag line logo, Photo number W03070, Accompanies UMNS#517
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NASHVILLE, Tenn.-The controversy surrounding a
policy against religious advertising on an electronic billboard in New
York's Times Square has compelled the Reuters communications company to
reconsider its position.
United Methodist Communications had
planned to showcase the United Methodist Church's message of "open
hearts, open minds, open doors," along with images from the church's
Igniting Ministry media campaign, on the billboard beginning Nov. 15.
Those plans to place the $30,000 ad on the giant, 11-screen electronic
display were changed after Reuters, which shares the host building with
Instinet, said the advertising violated company policy.
Controversy
erupted once Reuters' policy against advertising that is predominantly
religious or political was widely publicized. United Methodists
expressed concern about not being given the same access and equitable
treatment as a company that serves alcohol or other products.
United
Methodist Communications and the Commission on Communication of the
National Council of Churches issued statements supporting the right of
religious organizations to speak in the public marketplace. The NCC
called upon communications corporations with policies that exclude
religious voices to re-examine such policies.
Reuters has always
tried to maintain independence, integrity and freedom from bias, said
Thomas H. Glocer, Reuters' chief executive, in an Oct. 28 letter to
United Methodist Communications.
"Historically we have refused to
take political or religious advertising in order to avoid any
suggestion that we may be endorsing the organization or the view taken,"
Glocer stated.
"Your proposed advertisement and the evolution of our business has given us cause to reconsider our position," he wrote.
Addressing
the Rev. Larry Hollon, top executive at United Methodist
Communications, Glocer acknowledged that the United Methodist Church
should have the same access to speak in the public square as other
consumers.
"On reflection, I believe that you are right,"
Glocer said. "Consumers have become more sophisticated over recent
years, and I think there is little likelihood of an advertisement being
viewed as the opinion of a news gatherer such as Reuters."
He
stated that Reuters would "review the terms of our lease and our
advertising policies in order to permit advertisement by religious
organization, subject to limitations."
Hollon said the swiftness
with which Reuters addressed the situation "reflects well upon the
integrity of the company's leaders." He said the action shows that the
company was not only open to listening, but would consider a policy
change after hearing the concerns.
"They have indicated in a letter to me that Reuters would welcome our campaign and this is very good news for us."
Hollon
congratulated Reuters for its willingness to change its policy and said
United Methodist Communications "looks forward to the day when the
United Methodist Church is present in Times Square on the Reuters
electronic bulletin board."
United Methodist Communications,
based in Nashville, launched Igniting Ministry in 2001 to raise
awareness of the denomination through a series of national cable
television commercials. The campaign also includes radio spots and
non-broadcast ads, matching grants, training resources and a Web
presence. The church's top legislative assembly, meeting in 2000,
approved funding the initiative with almost $20 million for a four-year
period.
The United Methodist Church has 10 million members in the United States, Africa, Asia and Europe. # # # *Green
is a United Methodist News Service news writer in Nashville, Tenn.
UMNS, the news agency of the United Methodist Church, is a unit of
United Methodist Communications.