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Fig. 1: Payola and Editorial Sales Breakout -- We noted a strong corelation between sites that used editorial staff as sales, and sites that were willing to take cash in exchange for editorial content.

Fig. 2: Online Payola against Publication Age -- Older and younger sites tended to refuse advertising and cash in exchange for editorial content.

Fig. 3: Online Payola against Region: The only English-speaking country that did not report any Payola was Australia. Payola was fairly uniformly spread across the rest of worldwide English publications.

Fig. 4: Online Payola against Size: Larger, professional websites didn't accept payola. Smaller, hobby websites showed no interest in payola. Sites in the 5 million to 10 million pagehits per month range were the most suspect.
A three-month study of the online technology publication industry uncovers pay-to-review tactics, viral marketing and a few beacons of light

During the 1960s a new term was born into the music industry: Payola. A combination of the words "pay" and "Victrola," payola represented an increasingly large problem in the music industry: record companies paid radio stations to play and promote new records.

The immorality of paying radio station disc jockeys to air music did not become apparent until investigations by Federal Trade and Federal Communication Commission. Several deejays from the era were eventually found guilty of commercial bribery charges and deliberate legislation was eventually proposed, and sanctioned, that specifically banned the practice of payola in the U.S., with stiff consequences.

Title 47 of the United States Code details specific federal legislation for radio, telegraphs, communication satellites, and cable TV, but it does not address similar payola schemes with regard to internet publications. There are no legal ramifications for online publications that accept profits in exchange for pay: online payola.

Jasper Schneider, owner of enthusiast hobby site and a practicing attorney at Schneider Law Firm, reflected on his experience in dealing with advertisers and his legal background.  "Without any uniform ethical standards or statutory law governing the online publications, online payola certainly exists.”  He continues, “If it doesn’t exist expressly, it is often implied when dealing with certain advertisers.”

Over the past three months, DailyTech put together a series of faux companies, product portfolios and trademarks.  In a combination of phone and email correspondences, our team of journalists set out to find illicit and unethical review behavior in the English-print, computer hardware review industry. 

Specifically, these journalists looked for publications that were:
  • Willing to sell advertisements (receive funds) in exchange for publishing content.
  • Willing to sell advertisements (receive funds) in exchange editor's choice awards.
  • Willing to offer viral marketing in exchange for cash and resale hardware.
Manufacturers pressure publications from all sides when attempting to secure headlines and positive reviews.  No money actually exchanged hands during this analysis, and the working relationships lasted less than a week.

There are approximately 150 circulated English-print technology websites; our team specifically targeted the 35 largest publications.  We determined the size of these publications via Alexa’s online index and publication-supplied web statistics.  DailyTech was included among this list.

Of 35 online computer-related publications, 23 (66 percent) refused editorial influence in exchange for advertising. Of remaining 12, seven publications (20 percent, Fig. 1) agreed to editorial service in exchange for advertising or cash.

To the credit of all publications surveyed, no website would accept additional funds in exchange for award.  However, it should be noted that our team discovered several instances of questionable ethics in a very short time span, without even supplying the publications product or payout.

The following response from an editor who also acts as the sales representative is an excerpt from a publication that represented the typical response of all border-line publications:
"The people who do sponsor the site, who advertise and keep good relationships with us, they will get priority on reviews. So if we get a motherboard in from you guys and one from company X, and you advertise and company X does not, we'll review your product first or more in-depth or at the launch time, which ever would get the most exposure. It doesn't really affect the content of the review exactly, but it definitely affects whether or not we'll spend the extra time with it."
14 of the 35 sites polled used independent sales teams: editorial staff is not responsible for advertising content at these publications (Fig. 1).  All sites that used separate sales staff would not influence editorial content even when tempted with several thousands of dollars of advertising perks and free hardware.

Adam Eiberger, a non-editorial sales representative from The Tech Report, parlayed the most succinct argument.  After an offering of several thousand dollars worth of advertising, in exchange for a news post and review, Eiberger responded:
"We have a real strong policy at The Tech Report of what we like to call separation of church and state, where essentially the editorial content is separate from the marketing and the advertising ... you are not going to be able to buy a review or an article.”
Four external sales teams represented 11 of the 35 sites polled.  Each sales team refused our requests for additional content and illicit reviews. 

Website age demonstrated significant impact for payola (Fig. 2).  None of the five publications founded before 1998 would accept any form of compensation in exchange of content. Granted, it should also be noted that these older publications all used non-editorial sales representatives.

Geographical region showed little to no impact for online payola (Fig. 3).  By volume, the highest number of online payola came from North America, though it should be noted that the majority of English-print publications are also found in this region.

European websites also had its own examples of online payola. The following is a conversation between DailyTech intern Gabriel Ikram, posing as a sales agent for a motherboard company, and an editorial contact for a publication:
Ikram: "We'd be willing to pay a little more for ads if you can get us some articles on ******"
******: "Ok, I can help arrange that."

Ikram: "If we could spend a little more money [on ads] could you get us maybe a couple more articles?"
******: "Yeah, that's fine, that's fine."
An executive from Kreative Wave, Inc., a third-party public relations firm, emphasizes the baleful business of soliciting press. “These companies, they’re always looking for exposure,” she states.  “And the websites take advantage of that.  They do reviews; they want something nice.  That something nice is advertisements or hardware.”

Website size also showed some impact on payola trends (Fig. 4).  When divided into fifths, payola only occurred in the middle three-fifths.  The media size of these publications was approximately 5 million to 10 million page hits per month.

The following is an email response from an editorial sales contact representing another website:
"Also let me know about the $1,500-$3,000 per site as that money does go a long way for us! We'd be more than happy to give you 2 to 3 months of advertising and the review in exchange for that!"
It’s easy to see why payola can damage the industry as a whole, as well as enable a slippery slope of downward ethical spiral.  During the investigation, three publications – all of which had already agreed to some level of online payola – were willing to pose as non-staff forum members and hype the upcoming product at the publication’s Internet forums.

Once presented with the data for this article, Schnieder paused before responding. “I think if you look back even five years, you would have seen this type of thing be much more common than it is today.”  He concludes, “Like most things, the marketplace will eventually weed out the businesses and websites who choose to operate in this manner.”

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RE: Who are they
By Lord 666 on 6/4/2007 12:06:35 AM , Rating: 4 has been in effect more than 10 years. So while their reviews are inaccurate and questionable, based on the information that Kristopher supplied, its not

RE: Who are they
By Mitch101 on 6/4/07, Rating: 0
RE: Who are they
By GoatMonkey on 6/5/2007 8:15:33 AM , Rating: 3
They used to be top notch. I think the founder sold the site a few years back. Originally he was doing it part time for fun. I think he was a doctor in his regular job.

I can't remember the details now, but it seems like Tom's had a lot of fans crying when they released a video of a CPU catching on fire when it was started without a heatsink. Seems like it was an AMD CPU, but I don't remember.

Tom's Hardware was one of the first to point out that nVidia graphics cards were pretty good back in the days of 3dfx domination. nVidia had a card that did 2d and 3d and was pretty close in performance to the 3dfx offerings. nVidia would probably be a footnote without those reviews.

Tom's had at one time done many articles about Celeron overclocking (the 300a to 450 OC). Then when the Athlon took the performance crown there was no shortage of articles covering that CPU.

Maybe things have changed now and they are not what they used to be, but I'll still have a look at what they have to say based on their long history.

RE: Who are they
By drank12quartsstrohsbeer on 6/5/2007 9:40:59 AM , Rating: 5
On a side note, whoever designed the page layout for tomshardware should be spanked. It is the most jumbled, disorganized, fragmented page i have ever visited.

RE: Who are they
By johnsonx on 6/5/2007 8:02:04 PM , Rating: 2
Indeed, I just went there looking for those VGA Charts they do (not updated for latest cards yet BTW), and I was stunned at how bad the layout is now. It wasn't so bad the last time I visited a few months ago.

Ten years ago, when Tom ran things himself, I rather liked the site. But it's been all downhill since then, and I find less and less need to visit. I'm down to once every few months and always come away wondering why I bothered.

RE: Who are they
By Fritzr on 6/7/2007 11:03:32 PM , Rating: 2
I enjoyed the old TG also.

The CPU fire was a demo of why you don't want your cooler to fall off :) One of them (Intel I think) had just added thermal limiting to their CPU that shut things down without damage when the CPU got too hot. The other one (AMD) had the circuits, but they took too long to shut down the CPU when the heatsink suddenly left the CPU.

Not sure if this is still a problem & not really wanting to sacrifice a CPU by testing it :P

RE: Who are they
By subhajit on 6/5/2007 11:27:20 AM , Rating: 2
They are a bit biased. Their CPU chart used to contain over clocked Intel CPU against stock AMD CPU.

RE: Who are they
By Mitch101 on 6/7/2007 10:32:37 AM , Rating: 2
Yup and now I have a zero. LOL.

I should have mentioned that back in the day it was a great site but since the Opteron series is when I noticed they werent the same website they were when I first started reading them. I still read them once a week but other than the VGA charts there really isnt much value on the site. At least for me thier isnt. Thats not entirely thier fault I think its that technology got boring or a lot less seems to happen because of the lack of competitors.

Microsoft Surface is probably the most interesting thing I have seen in a long time. I dont know a single person Linux, Mac, or PC who isnt impressed with it.

“And I don't know why [Apple is] acting like it’s superior. I don't even get it. What are they trying to say?” -- Bill Gates on the Mac ads

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