And so it begins - Leslie Sbrocco and collateral damage online

[Jay Selman]

This video is hilarious. You have to first watch the ad and then skip to 1:45. The reporter played hardball.
http://www.13wham.com/mediacenter/local.aspx?videoId=210147@wokr.daypo

[Vincent Fritzsche]

That was so great. Totally unexpected and so right on. What a complete fraud.

[Todd F r e n c h]

Big shocker that she's touring with 'sponsorship'...

Way to go with this guy calling her out!!!

Her 'thank you!' at the end had a CLEAR indication on her face that she was gonna bust heads.

[Bob Wood]

She's the wine equivalent of Carrie Prejean.

[Daniel Posner]

Thanks Jay, I posted this in another thread the other day.

She answered some questions at drvino.com. She blames her flustered response to lack of coffee.

Full disclosure and the truth is where we are headed...

[S. Lorin]

http://www.drvino.com/2009/11/13/bering ... late-milk/

here is the Dr. Vino blog - at the bottom, Leslie and Evan have a professional back and forth.

She was disingenuous and got caught - sell your book, sell your wine, sell yourself and take advantage of an incredibly confusing topic for the average public

[Todd F r e n c h]

http://www.drvino.com/2009/11/13/beringer-leslie-sbrocco-wine-cellars-7-11-chocolate-milk/

here is the Dr. Vino blog - at the bottom, Leslie and Evan have a professional back and forth.

She was disingenuous and got caught - sell your book, sell your wine, sell yourself and take advantage of an incredibly confusing topic for the average public

Thanks for the link!

Great stuff on the comments section. I'm particularly annoyed, however, with Leslie's comment that she understood that the media company would be revealing that this was a tour underwritten by a wine company. Where, exactly, would they 'reveal' this information in a 2 minute spot on the local news, Leslie? Frustrating.

[M. Smith]

Nice topic ! And reminiscent of so many related events where the true connection lies within the fine print few ordinarily pay much attention to (or in this case Sbrocco's website, where she claims that full disclosure is plain as day). Who knew ?

[Jay Selman]

Thanks Jay, I posted this in another thread the other day.

She answered some questions at drvino.com. She blames her flustered response to lack of coffee.

Full disclosure and the truth is where we are headed...

Sorry about the dup post, can they be merged. Actually, I have less of a problem with Leslie than I do the reporter. He obviously knew the answer to the question. Even if he did not know, he could have asked/disclosed it BEFORE the interview started. Why embarrass her? I would have stumbled also with such a question. How does one say in a world of sound bites that while their tour is sponsored , their recommendations remain unbiased. I feel sorry for her. Lets keep in mind that most people promoting education and consumption of wine could not do so without sponsors (GrapeRadio included). That does not necessarily imply one has been "bought".

[Todd F r e n c h]

Thanks Jay, I posted this in another thread the other day.

She answered some questions at drvino.com. She blames her flustered response to lack of coffee.

Full disclosure and the truth is where we are headed...

Sorry about the dup post, can they be merged. Actually, I have less of a problem with Leslie than I do the reporter. He obviously knew the answer to the question. He could have asked/disclosed it BEFORE the interview started. Why embarrass her? I would have stumbled also with such a question. How does one say in a world of sound bites that while their tour is sponsored , their recommendations remain unbiased. I feel sorry for her. Lets keep in mind that most people promoting education and consumption of wine could not do so without sponsors (GrapeRadio included). That does not necessarily imply one has been "bought".

Actually, Jay, you raise a good point. While I can't say I will switch my position, I now will alter my belief a bit and see them both at fault. Her for pretending that she was acting as if there was clear indication of the sponsorship (turning a blind eye), and him for, rather than disclosing it during the introduction, i.e. 'Leslie Sbracco, on a media tour sponsored by Beringer...', calling her out as he did, creating a possibly purposeful shock in doing so.

[M. Smith]

I still find Dawson's inquiry very apt and apparently the TV station's regular policy when the posed question had not been answered beforehand. FULL disclosure isn't rocket science. It's what people like Posner have been requesting for quite awhile.

[Vincent Fritzsche]

Jay, good point. I still this it was fair to ask and Dawson was clearly professional in tone and phrasing. I see what you mean though. Thanks for making me think.

[John Morris]

Actually, I have less of a problem with Leslie than I do the reporter. He obviously knew the answer to the question. Even if he did not know, he could have asked/disclosed it BEFORE the interview started. Why embarrass her?

You really hit the nail on the head. Some producer booked her onto the show and knew enough to alert the interviewer that she represented the distributor so they could make a disclosure. But no one seemed to recognize that this is basically free advertising. What were they thinking to begin with?! (Oh, right, it's local TV. I forgot. They're supposed to be cheesy.)

The person who really ought to be pissed is the owner of the station, who should have collected some ad revenue!

[Vincent Fritzsche]

On another matter (uh oh, don't go there)...

Is this Evan Dawson the same Evan Dawson who appeared to be called out by John Z in this past summer's infamous Finger Lakes meltdown? I think so. Wow.

viewtopic.php?f=1&t=4022

[Roberto Rogness]

If you read the reporter's comments on Dr. Vino, it seems he did NOT know and says that, if he did, he would have introduced her with a disclaimer.

PS: I was shocked at how well written his comments were as most news readers are just that these days.

[Eric LeVine (Online)]

If you read the reporter's comments on Dr. Vino, it seems he did NOT know and says that, if he did, he would have introduced her with a disclaimer.

PS: I was shocked at how well written his comments were as most news readers are just that these days.

I agree, his written responses were very eloquent, highly logical etc. I think he was going for a little 'shock' during the interview, but I can't really fault his logic. When I read Jamie's response on the other board I was predisposed to feel like Leslie had been 'victimized' a bit, but the more I think about it the less sympathy I feel. Full, pro-active disclosure does seem like the only winning policy.

[Vincent Fritzsche]

Roberto, he's not just a news reader, he's a WINE BLOGGER! The horror!!!

[Terence T-Bone Livingston]

Insert foot in mouth...3-2-1...

I felt sorry for her. She could not dig herself out. Ouch.

And I too thoguht at any moment Zuc's face was going to pop on screen, and I was going to fall out of my chair!

Too funny Jay.

[Jay Selman]

If you read the reporter's comments on Dr. Vino, it seems he did NOT know and says that, if he did, he would have introduced her with a disclaimer.

PS: I was shocked at how well written his comments were as most news readers are just that these days.

I agree, his written responses were very eloquent, highly logical etc. I think he was going for a little 'shock' during the interview, but I can't really fault his logic. When I read Jamie's response on the other board I was predisposed to feel like Leslie had been 'victimized' a bit, but the more I think about it the less sympathy I feel. Full, pro-active disclosure does seem like the only winning policy.

The way he said in the "the interest of full disclosure" and then made it clear he discloses his relationship with the Finger Lakes and is more likely to recommend the wines. He then follows it up with his question to her. Almost as if look I am honest ... are you? Who here believes he did not know the correct answer?

[Eric LeVine (Online)]

Jay, I think he may well have been grandstanding ... but his written logic and eloquence are undeniable. And this likely could have been avoided had Leslie been very proactive with disclosure. Who do you fault more, her for putting herself in an awkward situation or him for choosing to pounce on it?

[Roberto Rogness]

I think that any straight news guy (they probably have other folks for the fluff human interest stories) would be offended by having an informercial thrust upon him. Locally, I could see Jillian Barberie doing that and not caring (half of what she does is shill clothing, shoes and beauty products anyway) but not Steve Edwards.

[Rick Gregory]

If you read the reporter's comments on Dr. Vino, it seems he did NOT know and says that, if he did, he would have introduced her with a disclaimer.

PS: I was shocked at how well written his comments were as most news readers are just that these days.

How did he not know and then ask about it? Um....

[Roberto Rogness]

Here's how. He's into wine enough to see that all of the wines are from the same label / group and says to himself, "I'm getting hosed here and I don't like it one bit"....

Related story: We have a customer who is a Navy doctor in San Diego. One day he brought in a list of about 20 wines that he and the other members of the Officer's Club board had tasted for the list there. When I pointed out that they were all GALLO brands (Amapamu, Turning Leaf, ect) he was PISSED even though they had liked the wines that they had chosen from the list. He had lobbied to get a choice with multiple vendors and a blind tasting to choose.

[PeterJ]

Looks like this station takes the concept of 'news is news' and 'advertising is advertising' seriously. Good for them!

But............ television is so full of paid for promotion and product placement that it's pretty much taken for granted. Does anyone seriously think that all that product stuff that is shown on the early AM network shows, The View, Oprah, etc., isn't pre-arranged promotion. It isn't very often that any of those shows mention that the person showing the product 'represents' that company, but I HAVE seen that. That kind of promotion is better and cheaper than normal paid advertising tthose companies. Usually you see something in the rolling credits at the end about 'products provided' or 'consideration received'.

The other night Charlie Rose had Al Gore on and disclosed that they have a "mutual financial interest". Rose does that a lot.

[Otto Dobre]

I actually find fault with both parties. She should have divulged her relationship with the distributor and the anchor should have come clean with her that it is unacceptable before the taping. As a result both parties came out looking badly.

[John Cabot]

I actually find fault with both parties. She should have divulged her relationship with the distributor and the anchor should have come clean with her that it is unacceptable before the taping. As a result both parties came out looking badly.

Agreed... I'll bet the station manager had a few words for the ancor after that taping.
I liked it though!

[Rick Gregory]

Here's how. He's into wine enough to see that all of the wines are from the same label / group and says to himself, "I'm getting hosed here and I don't like it one bit"....

Hell, I'm into wine but I wouldn't know all of the Beringer labels since I don't drink CAli wine and I especially don't pay attention to conglomerate wines. Sure, you're explanation COULD be the one, but I prefer the simplest explanation - he's not being upfront about whether he knew beforehand.

[Jay Selman]

As I have said elsewhere they got a "full segment pitch". Call me crazy but pitches are usually designed to sell something or someone (so they can sell something). There is a difference between a guest reaching out and the journalist doing the reaching.

Certainly one could expect that the question, (during due diligence prior to the interview) would be asked. IMHO, that question was more about putting the guest in an awkward position than informing the audience. If the journalist felt the answer to the question was important enough to press the way de did, you would think that it would have been addressed prior to the interview. Remember that the idea is to help the audience take into account that the suggestions may be influenced by the sponsorship. IMHO, that should have been done at the beginning of the segment AND done by the journalist.

Has anyone ever seen a journalist ask a guest their financial motivations for their positions/suggestions during a lifestyle puff piece prior to this example?

Lastly, I do think its unfair to assume she was trying to hide or deceive anyone. Was the omission one of deception or just an oversight? I do not know the answer nor would I assume one. I would say that this whole disclosure issue is rather new and it will take time for everyone to adjust.

p.s Was the segment live?

[M. Smith]

Posted by Jay Selman:

Certainly one could expect that the question, (during due diligence prior to the interview) would be asked. IMHO, that question was more about putting the guest in an awkward position than informing the audience. If the journalist felt the answer to the question was important enough to press the way de did, you would think that it would have been addressed prior to the interview.

The following excerpts of Evan Dawson's reply shed much light on your concerns
(http://www.drvino.com/2009/11/13/bering ... /#comments):

Ms. Sbrocco is hardly a villain and my question should hardly be unique. But the intent becomes clear when you see her answer: She and her clients were hoping the viewer would see her as an expert who was offering advice based on her own experiences, not based on getting paid. That’s deceptive. Again, it’s hardly the most malicious practice I’ve come across, but it’s deceptive nonetheless. Had I not asked the question, I would have been ignoring my duty to make sure viewers understand what’s going on.

…

In some cases, for various reasons, the anchors might not know of a particular booked segment until the night before. That was the case with Ms. Sbrocco; our EP knows nothing about wine and thought it would be helpful advice for viewers. I indicated to him that there are myriad local possibilities to provide this service. He agreed that if we interviewed Ms. Sbrocco, we ought to also invite a local expert on at a future date. We intend to.

…

The point is, the funding and motives of some segments are easily discernible to us, and sometimes easily discernible to viewers. But often viewers are not thinking about these things. We turn down the vast, vast majority of pitched segments. When we book one, we expect to find out about any relationships and funding sources. If those are disclosed to us, we’ll let our viewers know in advance. If those are not disclosed, we’ll seek an on-air explanation.
…

Howard –
I think your idea is a good one. It would certainly diminish the number of potential segments, but I think that says a lot about the current expectations of some of those doing the pitching. I don’t like the “gotcha” game, and full disclosure in advance makes sure I never have to go there (though I try to do so amicably and calmly).

Many "consumers" are just now becoming more aware of the cosy relationships behind communications such as peer-reviewed medical journals and the recent spate of ghost-busting instances of ghostwriters from the pharmaceutical industry. I say let the sun shine brightly on such dubious practices.

[Chris Blum]

I, for one, don't really care if he knew that he was going to embarrass his "guest" in advance. Look at her press release. Never mentions anything about a specific product line or a sponsor. She deserved to get outed and I'm glad that he had the balls to do it.

She probably went on 10 other similar shows and never had to deviate from her pitch once. Producers are so glad to fill segments that they would have been happy to put on a pretty lady to talk about wine.

[M. Smith]

Welcome chrisinroch !

[M. Smith]

The following weblinks just caught my eye:

http://blogs.kqed.org/food/2009/06/05/c ... onsorship/

feed://blogs.kqed.org/food/feed/

Check, Please! Bay Area is looking for an underwriter!
If you are seeking a unique sponsorship opportunity for your business and want to reach a prime demographic group through multiple platforms email us today at: sponsor@kqed.org or call: 415-553-2388.

...

My name is Leslie Sbrocco and I'm the host of Check, Please! Bay Area. Each week, I will be sharing my tasting notes about the wine the guests and I drank on set during the taping of the show.

[Daniel Posner]

No deception here...

First, there was no “deception” involved with my appearance on a recent media tour. During the holidays I have been promoting my latest book, The Simple & Savvy Wine Guide, and while I wish publishers could afford the expense of this type of promotion, most simply cannot these days. Therefore, I have chosen to partner with producers I’ve highlighted in the book to do so. Beringer is one of those partners.

Leslie, your book was published 3 years ago...a little late to start a tour...and it can be purchased on Amazon for 1 penny, probably the reason your publishers are not spending money on you these days!

Her excuse is poor. Her pitch to the network NEVER mentions any sponsorship. She blames that on the media company, yet her signature lies at the bottom of the page.

Leslie, I look forward to your next excuse.

Evan Dawson, based on what she showed his network, had no way of knowing that she was being paid by the wineries. I find his question, based upon information supplied by Leslie, to be more than fair. There was no blindsiding, it was an honest question, that she was "forced" to answer honestly. More coffee was needed...yeah that was it.

[Tony V e l e b i l]

Fun stuff. I think the host could have ask the question ahead of time and introduced her as such and mentioned that Penfolds, CSJ and Beringer are part of Fosters - in the interest of full disclosure of course. However, he chose to ask during the interview and she did appear flustered.

Jamie did not mention in his eBob post that his wife Kristen has been Leslie's PR person for years. I don't know if she currently does Leslie's PR but she definitely was in the past. I had Thanksgiving dinner at Leslie's house once with Jamie and Kristen

[Todd F r e n c h]

The following weblinks just caught my eye:

http://blogs.kqed.org/food/2009/06/05/c ... onsorship/

feed://blogs.kqed.org/food/feed/

Check, Please! Bay Area is looking for an underwriter!
If you are seeking a unique sponsorship opportunity for your business and want to reach a prime demographic group through multiple platforms email us today at: sponsor@kqed.org or call: 415-553-2388.

...

My name is Leslie Sbrocco and I'm the host of Check, Please! Bay Area. Each week, I will be sharing my tasting notes about the wine the guests and I drank on set during the taping of the show.

No mention there of 'full disclosure' during the taping?