Financial Media Bias
Thursday, August 31st, 2006Financial publications will have a tendency (to differing degrees) to form a bias reaffirming present financial fashions because of the very nature of their business. The success or failure of a financial media business is effected by two forces:
- The size of their circulation which directly effects subscription revenues.
- Whether the content and readership is valuable to any parties wishing to place advertisement with the publication.
Hence the primarily aim of any editor of a financial publication is to increase sales and produce content which will attract the best advertising rates, and that’s it. That is, the editors job is to increase revenue for his employer which may (or may not) include publishing research which is in the best interest of the readership.
Now the UK retail financial products market has a classic boom-bust cycle, where the financial products (ISAs, Pensions etc) which are the best sellers are the ones which can show the best historical performance. Hence, what was the best seller in Spring 2000, you guessed it, ‘Technology Funds’ only to noise dive over the next 2 years. At present, the best sellers are property related investment products, and as you can tell from the TV guide and newsagents shelfs the associated property investment media mania is in full swing. Hence, not only are the financial products in a boom-bust cycle but the associated media publications also follow the same boom-bust cycle. That is, in the main people buy publications in order to re-affirm views they already hold, at least this is what is implied from the sales patterns.
It is also important to point out that financial products in the main are themselves created for more marketing than investment reasons. That is, a product (for example a unit trust, hedge fund, investment trust) is created because the marketing people within the financial institution believe they can raise money for it (i.e. sell it). Whether the investment rationale is there or not, is not really the point, if they can sell it they will create it. Hence, at present for example we have numerous property investment vehicles being released and associated with these releases are large marketing budgets which will be spent in placing ads on bill boards, newspapers and magazines. Hence, if the editor of a newsletter or magazine publishes (for example) property friendly articles then it greatly increases the advertising real-estate within his publication for parties wishing the advertise property related financial products.
I am not saying that all financial publications are devoid of any value, but the reader of any publication should take everything they read with a grain of salt, and bear in mind that the editor of all such publications will be influenced (to differing degrees) by the factors described above. In particularly, the smaller the publication the more pressure the above factors will exert of the editor because put simple if they do not sell and get advertisers then they simply go bust. The publications of larger more established publications can afford to take a long term perspective but saying this the temptation are still there to effect editorial decisions. Because of the inbuilt bias resulting from the nature of the financial media section I suggest that what ever you read from what ever sources, you always do your own research using as much as possible source data which is unaffected by third party editorial before making any investment decision.
In short, there are no short cuts or quick fixes in making investment decisions, and reading editorial without independently thinking and researching the issues yourself is not a reliable path to long term out-performance.


