Speaking of Walt Mossberg, and of pay-for-performance, Mr. Mossberg feels the need to proclaim his editorial independence. I bet Microsoft wishes they could pay Mossberg twice as much as they demon-spawn Ralph Reed, if it would mean more positive Windows (Longhorn) coverage (and less positive Apple Tiger coverage as well)
WSJ.com Mossberg's Mailbox Q: I am wondering if you ever get paid by companies, in cash or kind, for any reviews or recommendations of their products that you make in your articles. I ask this because I have recently read that a number of reviewers in the media charge money for favorable opinions or mention of technology products.
A: No, I don't. I neither seek, nor accept, money, or anything else of value, from the companies whose products I cover. I return any products I am lent for review, except for items of minor value which companies don't want back. In the case of these items, I either discard them or give them away in return for donations to charity.
I also don't accept trips, speaking fees or “editorial discounts” from companies whose products I cover. If I want a product I review for my own use, I buy it, at retail. And I don't own a single share of stock in any of the companies whose products I cover. Also, I never coordinate my reviews with our advertising sales department, and don't solicit or sell ads. On many occasions, I have written negative reviews of products from companies that advertise prominently in this newspaper, and positive reviews of companies that don't advertise.
While I can't speak for other reviewers at other publications, I believe that generally similar policies are followed by major reviewers in the best known print publications. It's unfortunate that a few so-called reviewers, mainly on television, do charge companies for mentions, and thus raise doubts in the public's mind about technology reviews in general.
