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Reporters wearing sponsor logos on air

Phil Rosentahl,  Chicago Tribune


Label it what you will: If you wonder why some reporters at Chicago Tribune parent Tribune Co.'s WGN-Ch. 9 might be seen wearing jackets with both the station's logo and that of L.L. Bean, it's because the station has a barter arrangement with the outfitter.

A newscast credit shown at the end of each week will note the retailer's contribution.

Channel 9 news boss Greg Caputo said he saw nothing wrong with the arrangement, saying the station provides personnel with the outerwear but has no requirement that anyone wear it. Staffers also are free to cover up the L.L. Bean logo if they choose.

"I don't care what they do," he said, adding WGN does not cover L.L. Bean as a company and Tribune Co. lawyers vetted the deal.

"You can hardly buy anything today that doesn't have somebody's logo on it somewhere," Caputo said. "We have over the years provided outerwear for our people at various times, and this came along and it seemed to make sense. … They give us the jackets, we give them (a credit at the end of the week), and there's a value attached to both sides of it."

Steve.Scott's picture

Based on the brief article, I'm with Greg on this. No big deal.

Steve Scott, News Anchor
WCBS Newsradio 880
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