The Null Device

Pay-to-say in the New Gilded Age

Websites asking contributors to write for free (“for exposure”) is old-hat, it seems, now supplanted by websites allowing contributors to write for them, in return for a fee; i.e., the old vanity-press business model, now refurbished by Mumsnet (best known as the online forum of “penis beaker” fame):
‘Webchats are actually something Mumsnet often charges for, because they’re such an effective way of promoting things; they tend to get many thousands, if not hundreds of thousands, of page views. In other circumstances (as we were thinking here) we do them on a no-cost basis (on either side) because it’s an issue our audience is interested in, and people who want to campaign on something or drum up interest see it as an opportunity to get their message out.’
This blurring of the lines between editorial and advertising (hint: look at the direction the money flows to see which is which) is apparently a symptom of the New Gilded Age; the hollowing-out of the middle class and the erection of a new privileged stratum above its straitened remnants, a stratum differentiated from the unworthy rabble below by the ability to pay to unlock doors and elbow one's way in (see also: the unpaid internships required to start careers in the media and other industries; or, indeed, the abolition of free university education coupled with a bachelor degree becoming the minimum requirement for any work from secretarial work (now rebranded as “PA”) upward). So, naturally, if the indicator of which stratum in society one belongs in is one's (or one's parents') ability to pay, it makes perfect sense for the invisible hand of the free market to raise itself, palm forward, in the faces of the jumped-up serfs who have the temerity to think they have a right to be heard:
Readers suffer because British writing is no longer a meritocracy but becoming a vast system of vanity publishing. Editors are not nurturing talent, but looking for passengers who can pay their own way. As Julie Burchill says, ‘once rich daddies bought their daughters ponies now they buy them newspaper columns’. For all the babble about ‘diversity’, an ever-narrower class of people dominates journalism, broadcasting, drama and publishing.

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