Starbucks Sponsors MSNBC’s “Morning Joe”

by lisa ~ June 1, 2009

June 1, 2009 - Calling it “the closest integration between an advertiser and a national news program in recent memory,” The New York Times reported today that Starbucks has become the official sponsor of MSNBC’s daily news program “Morning Joe.” Although the hosts have conspicuously consumed Starbucks’ products on the show for years without any apparent monetary incentive, the Times article says that now “graphics and voice-overs will tell viewers that ‘Morning Joe’ is ‘brewed by Starbucks.’”

It’s a natural tie-in. Starbucks grabbed the perfect advertising opportunity to achieve national visibility at a time when there is increasing competition from other coffee chains, including Dunkin’ Donuts and Tim Hortons.

But what does this say for the objectivity of the media? The president of MSNBC claims the program will still cover Starbucks as a news item if necessary but its impartiality has clearly been compromised.

Although product placements of well-known consumer brands such as beverages and tech gadgets have become expected on TV comedies, dramas, and even reality shows, it had not been common on news shows. But the tough economic conditions of the past year have effectively loosened journalistic standards. For example, a Fox affiliate in Las Vegas, KVVU, made news last July when cups of McDonald’s iced coffee sat in front of the anchors. Other local stations interviewed at that time agreed that they would also consider product placements to shore up revenue.

To read the full article, “Starbucks Is Now the Official Joe of ‘Morning Joe’,” click here.

Lisa Tibbitts is a New York-based corporate communications professional with an MBA in marketing. Follow her on Twitter: http://twitter.com/FinancialPR.

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