GameSpot Reviewer Fired for Angering Advertiser

Its kind of assumed concept in the world of journalism, whether online, TV or print and that's the journalistic endeavors are separated from the business and advertising goals. In other words, a company may buy advertisement but they are not buying good press. Its also assumed by many that is not 100% of the case and that business goals do leak into journalistic ethics (see Newsweek's love issue to Amazon) but at least its usually blatant enough that you can make a judgement call on what you are reading.

However, there are times when the entire facade is blown away and confirms our suspicions and further erodes the trust between journalists and their readers. That is the case with the controversy surround GameSpot.com who fired Editorial Director Jeff Gerstmann, a 10 year veteran of the company.

The theory is he was fired for his 6.0/10 review of "Kane & Lynch" which resulted in Edios pulling hundreds of thousands of dollars in ad revenue. Information leaked form someone working close to Edios is he was fired for "unprofessional reviews and review practices" and the "tone" of his reviews (whatever that means). Judge for yourself and read the review (here and here) and watch the video version below which was pulled from GameSpot.

Currently these theories cannot be confirmed. Gertzman briefly commented on the story by saying he is unable to comment, "This probably won't come as much of a surprise, but I'm unable to comment on the rumors surrounding my termination."

CNET, owner of Gamespot, did release a short statement that didn't address this controversy directly "GameSpot takes its editorial integrity extremely seriously. For over a decade, Gamespot and the many members of its editorial team have produced thousands of unbiased reviews that have been a valuable resource for the gaming community. At CNET Networks, we stand behind the editorial content that our teams produce on a daily basis."

The news of the firing came about last night as a result of an early release of a Penny Arcade strip that comments on the firing. Tycho later released a statement on the controversy. As a result of the strip, the news of the firing has blazed across the gaming websites everywhere with few pleased with the news. It even resulting in Edios closing their forums.

So to sum up, all that is known is that Jeff Gurtzmann from Gamespot has been fired. The theory is the cause is because of a bad review of a game that resulted in lost advertising dollars but the site owners are claiming the real cause is "tone" of his reviews. Edios, CNET and Gamespot have refused to comment directly on the story and will not allow Gurtzmann to do so either.

Why is this important? Well, this confirms that many of us suspect but don't want to believe, that advertisement dollars drive editorially content and can buy positive reviews of products. This has a chilling effect that post effects current employees of CNET's network of websites and also the readers of the those websites.

For the employees that provide reviews, articles and content for the site, I can't imagine that if you currently work for a CNET owned website that this doesn't have a negative effect on how you review and write about products and companies that do business with CNET or under consideration to do business with them. If Apple buys advertisement does that mean that CNET reviewers need to consult the business end to determine what the iPhone review should be? Oh wait, Nintendo just bought advertisement space, should the next game review for the Wii be a 9.5 or a 10? What if the advertisement arm is trying to pursue new business, does that mean reviewers have to check all reviews and stories through them to verify it will not effect the closing of a sale? If I was currently employed there that would be steps I would consider as not doing so apparently can cost you your job.

For the readers, its an issue of trust. When you look up reviews you want an honest opinion, warts and all of a product so you can make a sound decision. If its an article about a company and what its doing, you want the truth, not spin.

As of now, thanks to this controversy, you can not trust any of the content on Gamespot or any of CNET owned websites and publications. I include all of CNET because we simply don't know if this was a decision internal to Gamespot or is part of a company wide policy for advertisement revenue. Until CNET clarifies and explains exactly what happens (and allows Gerstmann to do the same), defines what the hell "tone" of a review means (because I don't see a problem in the reviews I read or seen), and makes it clear what steps it will take to keep the advertising arm firewalled from the content arm it is my belief that CNET and any of its websites can be trusted as a source of news, reviews and information as we simply don't know what has been bought off and what hasn't.