Ad on Toledo's official Web site sparks debate

TOLEDO BLADE
February 10, 2007

The city of Toledo, already accused of competing with the private sector in its quest for revenue, is now in the advertising business.

Paid advertising started showing up this week on the city's Web site, www.ci.toledo.oh.us.

The first ad, featuring Crestline Paving & Excavating Co. of Toledo, has been running on the Web site's "front page" for three days, according to Brian Schwartz, Mayor Carty Finkbeiner's public information officer.

Mr. Schwartz said the mayor's office hired Web master Katerina Bekyarska in November to update and redesign the city's Web site, which he said looks out of date and does not show off the city well.

He said Ms. Bekyarska is expected to sell enough advertising to cover her salary and benefits, at $54,000 a year.

Ms. Bekyarska, 29, who is a former radio reporter at WSPD-AM (1370), said she developed the ad prices by researching the few other cities that have advertising on their Web pages. More...

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I read this article and viewed the cities website. I find no problem with any of this, other than a general disclaimer of "paid advertising" somewhere in the ad or on the page might allay any concerns of impropriety.

I applaud any city that looks for alternative ways to raise revenue (not red light cameras) in lieu of simply raising taxes. While this obviously won't solve Toledo's money problems, it helps.

One active blogger from the area, Lisa Renee at Glass City Jungle states -

I’m quoted as saying I’m uncomfortable with it, and I am, especially with it not being clearly marked it is an ad and it being included with the rest of the “non sponsored” material on a governmental website.....

.... but perception is everything and without a disclaimer it looks as if Crestline has received some special honor as opposed to being the first ones to pay $6,000 for a year.

To an extent I would have to agree with her. Agreed that some sort of disclaimer should be on web page, but I do not think it appears as Crestline has received a "special honor".

Lisa Renee is correct in saying, perception is everything. Perception easily turns into reality for many people. As the cities site is going through changes, it would be very easy to correct this oversight.

Living in the City of Bedford, our city website has gone through many changes over the years. Currently the site has an area for business links and a business directory and there are no disclaimers. I am pretty sure we offer these listings for free though.

Maybe this is something they could offer on Toledo's site to help promote the business community.

King