Should tech journalism write favourably about their advertisers? It’s a question at the heart of the resignation of PC World editor Harry McCracken, whose boss killed his critical story on Apple.
First reported on a Wired blog, McCracken quit his post as editor of tech mag PC World because of “some fundamental disagreements with [CEO] Colin Crawford.” Apparently, Crawford quashed McCracken’s draft story titled “Ten Things We Hate About Apple.”
The former editor, who resigned on Tuesday, went on to explain how Crawford told the magazine’s writers how product reviews were too critical of vendors who advertised in the magazine. And to further muddy proper journalistic ethics, Crawford used to edit Macworld, and his relationship with a certain company was too close for comfort.
As the Wired blog reports: “When Crawford was working for the Mac magazine, Steve Jobs would call him up any time he had a problem with a story the magazine was running about Apple.”
Crawford, CEO of PC World publisher IDG, told News.com advertiser pressure didn’t play a part in McCracken’s resignation.
The company in question is no small fry. PC World reaches 4.3 million readers and its website has 6.8 million unique visitors per month. More importantly, it’s known as a credible source for product reviews and industry analysis. If the publisher wants to kow-tow to advertisers, expect not only readership to diminish but also credibility. Would you read Rolling Stone if they only five-starred Sony Music records?
Obviously, McCracken liked to take pot shots at everyone, including Apple. He’s just practicing solid journalism. What should raise the hackles of any media insider is the sea change that could affect PC World and IDG’s other tech publications: Computerworld, Network World and the online-only InfoWorld. It’s a disaster waiting to happen.
If it hasn’t happened already. With McCracken’s sudden departure, questions should be raised about other departments Crawford may have intruded upon. Did that iPod nano review get some critical sentences snipped? Was an extra glowing complement added to that Apple TV overview?
Tech magazines — and online publications — will now be under even more scrutiny from readers and media analysts, as well they should be. Ethics and honour are too important to be dirtied by greedy CEOs.
