All The News That's Fit To Print

 

Who, what, where, when, and how. They're supposed to be the basis of journalism – the information, the points most important when writing an article for publication. And they must play some part, but certainly not the most important, in the process. If information were the primary consideration they might be – but it's not.

The most important criterion in journalism nowadays is selling the newspapers,ⁱ not the significance of the story or its completeness and accuracy. So there's only one question to be answered now: “Will it sell?”ⁱⁱ

In that respect there are several determinants that play a part. People are certainly interested in news, but even more so in news that feeds their biases. So, for example, if Palestinians butcher an Israeli familyⁱⁱⁱ it will play well in papers that serve Jewish populations and in papers that specialize in sensationalism.^iv For others it will be a one-shot affair, appearing, but hidden, because it cannot be completely ignored, but it's not something an editor with a contrary agenda or mandate wants to dwell on. And, of course, it will play well in those media serving populations that cheer the event, only in those outlets the slant will be different.^v

One criticism of a free press and the First Amendment is that it exists primarily for those able to pay the bills.^vi If you can afford to publish, hire editors and reporters, and control editorial policy, you'll be able to exercise your constitutional rights to the hilt.^vii You can give news space to advocacy journalists who don't hesitate to use loaded language and opinion in articles nominally labeled as news, and their bias – what they promote in those articles – is your bias. After all, that's why you hired them.

But there are other considerations. How do readers see themselves?; what are the characteristics by which they define their lives? Are they conservatives or liberals? Do they view themselves as intellectuals who look for articles with big words that won't be understood or appreciated by their “inferiors,” or are they simply interested in easy reading?^viii How big and how colorful should the pictures be? And how catchy the headlines? Do readers want to be surprised or given stories that fulfill their expectations?^ix In the unlikely event that Israelis were to slit the throats of Palestinian children there would certainly be detailed and well-illustrated front page stories, for prolonged periods, around the world – especially in Arab countries and in Europe. And in “liberal” papers everywhere.^x In fact, had that been the story recently, it would have blown reports of the earthquake, tsunami, and nuclear accident in Japan out of the water, and it would have dominated the United Nations Security Council debates, making Libya a second-class crisis.

And it is not simply the stories that sell papers, other features^xi include such additional items as comics, puzzles, advertising, entertainment listings, gossip, and, of course, sports. The mix of all these elements is the grist which you might think is produced by the media mill, but it is actually the fuel which makes the mill run. The publisher may provide the underlying bias – one governing both the slant of the “reporters” and the choice of the consumers – but it is hardly the only consideration used in crafting a media product. Whatever the publisher's politics, left or right, he's in business to make money. (Even liberals want to make money.) So he caters to his public's other wants as well.

But it's usually not a problem – at least in locales where there are multiple outlets. And that is now becoming everywhere, since the internet is available.^xii The publishers choose the issues^xiii and the public chooses the publishers who say what particular groups want to hear. The opinion columns will generally follow the opinion preferred by the organ, although there will often be a smattering of contrary views to demonstrate “even-handedness.” And letters to the web site or paper will usually reflect the view of the outlet as well – either because the readers already favor its perspective, or the letters published are selected to reinforce what has been written.

There's another group whose voice must be heard. That is the voice of the advertisers. Readers don't pay the bills. Advertisers do. But advertisers have a far greater interest in selling products than in selling political opinions. They tend to stay aloof of issues and maintain their neutrality to as great a degree as they can. Their advertisements are certain to appear in multiple outlets with conflicting politics in order to reach as many people as possible. They're only likely to withdraw their ads, for a period at least, if they get too many angry letters about a particular position expressed by a paper – one that embarrasses them. And they don't get embarrassed easily. It's bad for business. What's good is that a lot of people see the ad. Their politics are irrelevant.

What it all boils down to is the idea that when you read your favorite source of news you are getting what you pay for. It may not be true or complete, but it will be predictable and satisfying, especially if it promotes your righteous indignation. As Will Rogers said, “All I know is what I read in the papers.” He was, of course, being sarcastic. He was aware that the papers weren't to be trusted. But that's something that all of us should keep in mind.

Which leaves us with:

Who? Who can supply what the publisher believes and what the readers will buy? Don't waste your time with truth and accuracy. That's rarely the concern of the readers.

What? What do those readers believe already? It's worth reinforcing.

Where? Where can we hide a story we don't like but are obligated to print, and where can we place the advertisements so they won't be missed?

When? When will they be bored with the current story and looking for something new? New is more important than news.

Why? Why do readers actually take what they read seriously? But then who cares – as long as they buy the paper or turn to our internet site?

Next episode: “A Christmas Letter” – Unseasonal?

i     Actually that should read “media” rather than “newspapers.” The world is changing and with it the means of communication of information. Indeed, the nature of information is also changing, or at least the nature of what people consider information.

ii    In fact that's probably always been the case. If publications like the Weekly World News sell, it can only mean that truth and accuracy are not major considerations among the readers.

iii    As happened recently in Itamar, Israel.

iv    As they say in the trade, “If it bleeds, it leads.”

v    “Advocacy journalism,” the disguising of opinion as fact, can take any event and tailor it to the bias of the “journalist.”

vi   The same is true, by the way, for all propaganda. Whether paid for by bribes, threats, or industrial (or oil) contracts, the circulated points of view can be costly and, in the end, the consumer will pay for it.

vii   You're entitled to a contrary opinion. You have rights too. But no one is obliged to publicize it.

viii   Or viewing, or whatever.

ix    The classic, if apocryphal, example is the story titled “Man Bites Dog” rather than “Dog Bites Man” which would be more in keeping with people's stereotypes.

x    The same story, of course, would be played down in media with a different perspective.

xi    Especially features.

xii    The publisher of a local organ may be obliged to slant his news in keeping with local biases, but he is likely to have them anyway. National and international news are probably obtained from other sources.

xiii   The editors choose which articles will appear since there is not room for every story to appear. The result is that the stories chosen are usually those that say what the publisher wants said, and there is “no room” for those that might lead a reader to consider a different opinion or to focus on a different subject. Although editors usually profess independence, they will rarely disagree significantly from the ideas of whoever signs the paycheck – either because they chose the position based on the outlook of the organ, or they were chosen for the position based on their previously demonstrated slant.