S-R Failed To Label Advertising Section

A pro-wilderness supplement that appeared in Monday’s newspaper was a paid advertisement and was not generated by The SpokesmanReview news staff. Some readers were confused because the insert did not specify it was an ad.

“We made a mistake,” said Bob Myklebust, the newspaper’s Idaho operations manager.

Advertising staff in the Coeur d’Alene office produced the 12-page special section on a computer instead of farming out various pieces to other newspaper operations.

The result was that fewer supervisors got to check the insert.

“The words ‘advertising supplement’ should have been on this piece to avoid confusing our readers,” Myklebust said. “In the future, we’ll make sure there are safeguards.”

The ad promotes a congressional proposal to protect about 20 million Northwest acres from development.

The Alliance for the Wild Rockies has pushed the plan for five years.