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Audi buys out Inauguration Day news coverage, touches the third rail of politics
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In what some might consider an “audacious” move, Audi of America has bought the inauguration of the next president of the United States. And that’s not hyperbole.
In a move that is likely to offend many, Audi has purchased exclusive sponsorship of the streaming broadcasts on four major news websites, ABCNews.com, CBSNews.com, MSNBC.com and WashingtonPost.com. Audi notes that this is “the first time a sponsor has brought MSNBC.com’s live stream of the presidential inauguration speech to viewers commercial free and the first time CBSNews.com will have an exclusive sponsor of the speech online.”
Other online sponsorships include a full-day sponsorship of Slate.com and sole sponsorship of TheAtlantic.com.
More sponsorships include full limited sponsorship of ABC, NBC and CBS evening newscasts on January 20. Audi calls it a “partnership” that is “the first of its kind and is expected to provide the recap of the historic day to more than 19 million viewers.”
The internet and mainstream news sponsorship will be accompanied by an eight page “Progress is Beautiful” newspaper insert in larger newspapers across the country including USA Today, the Wall Street Journal, Washington Post, Los Angeles Times, Miami Herald, Chicago Tribune, San Francisco Chronicle and the Boston Globe. Notably absent from the list is the New York Times.
According to Johan de Nysschen, president of Audi of America, “Regardless of political preferences, the inauguration represents a unique moment of progress.” Audi, he says, wants to “share this experience and begin a conversation about innovation, technology and the path ahead.”
Mr. Nysschen is correct. Audi’s “participation” is unprecedented. But that is because it is inappropriate for a company—any company but particularly a foreign company—to buy out an inauguration. And worse, to subsume in it a commercial message.
Mr. Nysschen assesses Mr. Obama’s inauguration as “unique moment of progress” But larger significance of the inauguration is the peaceful transition of office after a markedly strident campaign, something hardly unique in the rough and tumble of America politics. Even the now revered Abraham Lincoln was reviled by his opponents who during his reelection bid bitterly opposed his continuation of an unpopular war. But even so, the results of the election were accepted. And accepting the results of an election that didn’t go our way is something we Americans have been doing for more than two hundred years. If anything about this election is “historic,” that is it.
However, from a business standpoint, sometimes it is best not to risk alienating almost one half of American citizenry who did not vote for Obama and likely do not consider an Obama administration as political or economic “progress.” They and even those who did vote for Mr. Obama may resent what could be considered as Audi—a German company—messing in our American affairs.
Basically, hands off is the better option. Better simply to stay away from politics. The downside potential, as the say, is too great. Next time, Audi, buy out the Super Bowl or buy out the World Series. Although Americans might find a foreign company taking over those American institutions irritating, at least the company won’t be seen as taking sides in our politics.
Illustration: U.S. Capitol Building decorated for Inauguration Day 2009. AP Photo/Susan Walsh
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