Methodist ad rejected for display on Times Square _110303
Posted: 10/31/03
Methodist ad rejected for display
on Times Square due to ad content
By Kevin Eckstrom
Religion News Service
NEW YORK (RNS)–One of the world's largest media companies reversed its advertising policies to allow the United Methodist Church to display a glitzy ad in the heart of Times Square.
Thomas Glocer, CEO of the Reuters media conglomerate, said he would welcome the Methodists' ad on his headquarters building in Times Square after several denominations and Christian groups denounced a company policy that banned religious advertising on a 22-story electronic billboard.
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An artist's rendering depicts what an ad by the United Methodist Church will look like on the Reuters Building in Times Square. The ad was rejected by Reuters because of its religious content, but the policy will be reversed, Reuters now says. |
“You state … your church should be given the same access and opportunity to speak in the commercial marketplace as corporate advertisers,” Glocer wrote to Larry Hollon, head of the Methodists' Nashville-based communications agency. “On reflection, I believe that you are right.”
Reuters officials said they are unclear how long it will take to revise the policy that prohibits ads that are “pornographic, political, religious, libelous, misleading or deceptive in nature.”
The Methodists signed a contract Sept. 23 to run a 30-second video clip on the 11-screen billboard as part of a four-year, $21 million “open hearts, open minds, open doors” ad campaign.
The $30,000 ad was scheduled to air 10 times daily and be seen by 1.5 million passers-by. It was scheduled to start Nov. 15 and run through the end of the month, in part so it could be viewed during the Macy's Thanksgiving Day parade.
Steve Naru, Reuters' head of global public relations, said changes don't happen “overnight” and likely will take several weeks. “The fact of the matter is, the policy needs to change and likely will,” he said.
A new contract must be signed before the ad can be posted.
The Reuters about-face came after sharp criticism by the National Council of Churches and communications officers at a dozen mainline Protestant and Orthodox churches.
“If religious speech is banned from the public marketplace, the remaining dialogue will revolve solely around getting and spending,” the denominations said in a joint statement issued Oct. 27. “But life is about more than this. The community of faith should be allowed to say so and let people decide for themselves.”
Reuters originally blamed the mishap on a Toronto company that rents space on the electronic billboard. Company officials said they wanted to maintain Reuters' 152-year reputation for unbiased news coverage.
Glocer, who was traveling when the dispute erupted, said as long as the ad clearly indicates it is not sponsored by Reuters, it would be allowed, “subject to certain limitations.”
Hollon said he is gratified by Glocer's change of heart.
“We asked for fairness and to be given the same opportunity to speak in the commercial marketplace,” Hollon said. “They took us seriously and have responded in a reasonable and balanced manner.”