“It” was an unprecedented act.
The Seattle Times Co. placed a full-page ad on page B6 asking voters to support Republican gubernatorial candidate Rob McKenna. It’s an independent expenditure (meaning not coordinated with the campaign) valued at almost $80,000.
And the ad donation makes the Seattle Times the third largest independent contributor to the McKenna campaign, after Our Washington and Stand for the Children WA PAC.
In defending its actions, the company set up a new Twitter account, @SeattleTimesCo :
There has been exactly one tweet, and no response to the three readers who replied.
The ad, according to the public statement , was designed to prove to political campaigns that newspaper ads are just as effective as local TV ads. So the company decided to offer support to two campaigns: Yes on Marriage Equality (Referendum 74) and Rod McKenna for governor.
These campaigns were chosen in part because they are consistent with Seattle Times’ editorial positions, as well as the fact that these two campaigns cover a range of political and social perspectives. Being for marriage equality and for McKenna for Governor provides some balance given the constituencies of these two statewide elections.
Neither the newsroom nor editorial board was consulted. More than 100 reporters have objected because the ad threatens the perception of an independent newsroom.
The publication of the first ad came one day after The Seattle Times showed its commitment to old-fashioned independent journalism by sponsoring a debate between the two candidates, moderated by one of our political reporters. During that debate, both candidates pointed to stories or editorials written by our staff to support their points. To the candidates and the viewing public, we weren’t part of one campaign or another. We were the arbiters, a trusted, third-party source of information. That is core to our identity.
Read the Storify to see the full extent of the controversy .
[<a href="http://storify.com/kegill/seattle-times-sparks-controversy-with-ad-buy" target="_blank">View the story "Seattle Times sparks controversy with ad buy" on Storify</a>]<br /> <h1>Seattle Times sparks controversy with ad buy</h1> <h2>Updated 4:34 pm Pacific. On Wednesday, the Seattle times ran a full page ad (on B6) supporting Rob McKenna’s campaign for governor. The sponsor? The paper itself.</h2> <p>Storified by Kathy E Gill · Fri, Oct 19 2012 16:36:01</p> <div>Here’s a photo of the pro-McKenna ad in today’s paper, paid for by Seattle Times Co. http://seati.ms/PamLiG #wagov http://pic.twitter.com/3fIOl32NBrian M. Rosenthal</div> <div>This action makes the <a href=”https://www.pdc.wa.gov/MvcQuerySystem/CandidateData/independent?param=TUNLRVIyIDAwNg%3D%3D%3D%3D&year=2012&type=statewide” class=”">Seattle Times the third largest independent contributor to the McKenna campaign</a>, after Our Washington and Stand for the Children WA PAC.</div> <div>When asked to explain the <a href=”http://blog.seattlepi.com/seattlepolitics/2012/10/18/seattle-times-to-boost-mckenna-with-75750-in-ads/” class=”">estimated $76,000 independent expenditure</a>, company spokesmen emphasized that the decision to run the ad was made from the corporate (business) side of the house. It was “completely separate from the journalism functions of the newspaper,” <a href=”http://blogs.seattletimes.com/politicsnorthwest/2012/10/17/seattle-times-co-sponsors-full-page-newspaper-ad-for-rob-mckenna/” class=”">according to Alan Fisco</a>, Seattle Times executive vice president, revenue and new products.</div> <div>Seattle Times Executive Editor <a href=”http://blogs.seattletimes.com/politicsnorthwest/2012/10/17/seattle-times-co-sponsors-full-page-newspaper-ad-for-rob-mckenna/” class=”">David Boardman</a> echoed that explanation: ”The News Department was not part of the discussion or the decision to do this.”</div> <div>The Seattle Times pays for an ad supporting Rob McKenna. Just got reax from Inslee camp. But no one from the Times wants to comment on cam.Mimi Jung</div> <div> <h2>And my verdict is …</h2> <p><br>… one of sadness.</div> <div>I want to believe that this was a crazy, not-well-thought out idea that stemmed directly from hemorrhaging newspaper revenue. I’m all for innovation and experimentation. I thought the editorial board <a href=”http://seattletimes.com/html/edcetera/2019160137_referendum-74-i-do-photos.html” class=”">extension of its support of Referendum 74 with a social media campaign</a> was brilliant.</div> <div>But that campaign was about providing a platform for voters to show their support for the initiative. And R-74, that’s an issue of civil rights.</div> <div>Civil rights is not a partisan issue. Partisans argue about what should and should not be considered a civil right. But civil rights — human rights — are not partisan. Some call them inalienable rights. </div> <div><a href=”https://twitter.com/MakUpFront/status/258939924743593984″ class=”"><b>This</b> is partisan</a>.</div> <div> <h2>Ad buy followed McKenna endorsement</h2> </div> <div>The paper’s <a href=”http://seattletimes.com/html/editorials/2019354909_editrobmckennaforgovernorxml.html” class=”">editorial board had already endorsed Rob McKenna</a> after running back-to-back weekend <a href=”http://seattletimes.com/html/localnews/2019363314_mckennaprofile7m.html” class=”">profiles of McKenna</a> and <a href=”http://o.seattletimes.nwsource.com/html/localnews/2019299768_insleeprofile30m.html” class=”">Democratic opponent Rep. Jay Inslee</a>. </div> <div>A photo from @kegillkegill</div> <div>If it had not been for this ad campaign, I would not have put those stories about Inslee and McKenna side-by-side and examined them closely, even though my eyebrows reached my hairline when I saw that photo of McKenna in last Sunday’s paper.</div> <div>If it had not been for this ad campaign, I would not have shared that image on Facebook, where an editor friend pointed out that the headline for McKenna is written in present tense and the Inslee headline is written as though he has died.</div> <div>If it had not been for this ad campaign, I would not have noticed that the summary graph in the McKenna story is positive (“has developed a reputation for”) and the summary for Inslee, negative (“wasn’t known for”).</div> <div>Do I think the newsroom has been compromised? Not really. But today there is a seed of doubt — actually, growing seeds of doubt — that did not exist on Tuesday.</div> <div>And for a woman with printer’s ink running through her veins, that’s truly sad.<br></div> <div> <h2>Others respond</h2> </div> <div>With <a href=”http://flipthemedia.com/2012/09/seattle-times-launches-social-media-campaign-around-referendum-74/” class=”">newspapers around the country declining to even issue endorsements</a>, a gesture like this one is not only unprecedented, it’s controversial. </div> <div>The @seattletimes Co. runs ads in its own paper supporting McKenna for gov. Wait, what? http://bit.ly/TvcWr5 #ethics #mcdm #seattlePaolo Mottola</div> <div>Seattle Times news staffers protest company’s political-ad campaignMore than 100 Seattle Times news staffers – including reporters, photographers, columnists, artists, editors and online news producers – …</div> <div>We want names! MT @Jim_Brunner: >100 @seattletimes news staffers sign letter of protest over political-ad campaign: http://bit.ly/R74iCiChuck Taylor</div> <div>Update: Have now posted signed copy of Seattle Times staff protest letter over company’s political-ad campaign: http://bit.ly/R74iCi #walexJim Brunner</div> <div>Backlash grows over Seattle Times paid political adThe backlash is growing over a Seattle Times political ad, with some of the newspaper’s own employees speaking out. On Wednesday, The Sea…</div> <div>The concern, repeated by Seattle Times journalists and outsider analysts, is that an act like this shatters any expectation of independent analysis. And tweets like this one from the state Democratic party reflect that reality.</div> <div>RT if you agree that the @SeattleTimes has damaged its reputation with its full page Rob McKenna ad. #waelex #wagov http://pic.twitter.com/Prcj4hFzwashdems</div> <div>Trying to keep readers? This is not the time to be straining public trust. As <a href=”http://www.gallup.com/poll/157589/distrust-media-hits-new-high.aspx” class=”">Gallup reported last month</a>:</div> <div>Onstreammedia</div> <div><b>Local and regional reporters were shocked.</b></div> <div>Never seen this before. Yikes. RT @SeaTimesPol Seattle Times Co. sponsors full-page newspaper ad for Rob McKenna http://seati.ms/PamLiG #wagovBrian M. Rosenthal</div> <div>From <a href=”http://blog.seattlepi.com/seattlepolitics/2012/10/18/seattle-times-to-boost-mckenna-with-75750-in-ads/” class=”">Sam Sperry</a>, a <a href=”http://crosscut.com/account/SamSperry/” class=”">former Seattle Times reporter and Seattle Post-Intelligencer</a> editor: “<i>This new corporate initiative is reminiscent of the original Blethen, the infamous ‘colonel’ who openly and brazenly used the S. Times to advance his editorial and personal financial agenda.” </i></div> <div>To quote Christopher Walken as The Continental: "Wow. Wowee wow wow." Seattle Times launches ads for McKenna, R74 http://blogs.seattletimes.com/politicsnorthwest/2012/10/17/seattle-times-co-sponsors-full-page-newspaper-ad-for-rob-mckenna/Mike Faulk</div> <div>From the <a href=”http://www.skyvalleychronicle.com/BREAKING-NEWS/SEATTLE-TIMES-TAKES-MAJOR-HEAT-FOR-BUYING-OVER-150-000-IN-POLITICAL-ADS-SUPPORTING-ROB-McKENNA-GAY-MARRIAGE-BILL-1149233″ class=”">Sky Valley Chronicle</a>:<i>”In the news business, staying out of partisan politics in terms of supporting any candidate or issue has long been considered a sacred “firewall” that should never be breached. </i><i><br>”The fact that this move was undertaken by a heritage, well known Pulitzer prize winning newspaper makes it all the more stunning.”</i></div> <div>POLL: Seattle Times Political Ad Sparks Reader, Staff ‘Protest’: Described in a national magazine headline as one of… http://dlvr.it/2Lfy4JMercer Islander</div> <div>Backlash grows over @SeattleTimes ad endorsing Rob McKenna for #WAgov — http://nwcn.tv/S8OvTcNorthWest Cable News</div> <div><b>National coverage followed.</b></div> <div>Seattle Times Co. criticized for running (and paying for) full-page ad for GOP gubernatorial candidate. http://bit.ly/RGPquNRomenesko</div> <div>@romenesko Seattle ad should be embarrassment to journalistic reputation. Hard to recover from overt subjectivity. #spjethicsKevin Smith</div> <div>@romenesko Hope someone does analysis of their coverage in content pages – have thought biased in favor of McKenna for months. Blethyns RW.TKirkland</div> <div>Can anybody explain to me what the Seattle Times is doing? http://politi.co/V7MdSJDerek Thompson</div> <div>This Is the Strangest Newspaper-Business Story I Have Ever ReadI really want to just tell you about this utterly strange business decision in the Seattle Times . But I thought it might be more instruc…</div> <div>Via @MWeinger: The @SeattleTimes has purchased a full-page campaign ad for GOP gubernatorial candidate Rob McKenna: http://politi.co/V7MdSJDylan Byers</div> <div>More ‘Liberal Media Bias’: Seattle Times Buys Full-Page Ad For RepublicanWashington state Democrats aren’t the only ones fuming about the Seattle Times’ unprecedented decision this week to run a full-page endor…</div> <div>In letter, Seattle Times employees say to publisher: We object to your political ads maneuver: http://bit.ly/TzcWXjSociety of Pro Journ</div> <div>Editor & Publisher: ‘Seattle Times’ News Staffers Protest Company’s Political-Ad Campaign: M… http://bit.ly/WKrzM9 #journo #journalismJournalism Buzz</div> <div> <h2>It’s Only Good Business</h2> <p><a href=”http://www.seattletimescompany.com/communication/overview_political_advertising.htm” class=”">The official line is that this ad</a> — plus a similar contribution for Referendum 74, the state’s gay marriage initiative — is part of an experiment, a proof of concept on the effectiveness of political advertising in newspapers.</div> <div><i>”The Seattle Times Initiative for Political Newspaper Advertising is an effort to recapture a significant role for newspapers in political advertising.”</i></div> <div>In response to criticism, the Times set up a new Twitter account to explain its actions. Readers aren’t buying it.</div> <div>The Seattle Times company has joined Twitter @seattletimesco (not to be confused with our news acct @seattletimes)SeattleTimes Opinion</div> <div>We hear the concern out there & really appreciate what you have to say. More information on the rationale http://www.seattletimescompany.com/communication/overview_political_advertising.htmSeattle Times Co.</div> <div>@SeattleTimesCo I won’t keep a subscription to a mouthpiece from any party. You have lost your way. #seattle#seattletimesRichard Hacker</div> <div>.@SeattleTimesCo @SeattleTimes Whatever your "rationale", overtly supporting any political party and calling yourself "news" is wrong.Misa</div> <div>There has been only one tweet from the account and no response to these three readers.</div> <div>@SeattleTimesCo It’s not a rationale, it’s a dodge. It’s not proof of concept, it’s proof of deception. It’s not journalism, it’s duplicity.Mark Kaufman</div> <div>I get that times are tough for press like @seatimes but there is a line (even perceived) that should not be crossed http://bit.ly/VkhKXsBrian Hsi</div> <div><a href=”http://cascade.sierraclub.org/user/662″ class=”">Dan Ritzman, Northwest and Alaska Regional Director of Sierra Club</a>, wrote <a href=”http://blog.seattlepi.com/seattlepolitics/2012/10/18/times-staffers-to-publisher-dear-frank-stop-campaigning/” class=”">on his Facebook page</a>: “I just cancelled out [sic] Seattle Times subscription and will donate it to Jay (Inslee).”</div> <div><a href=”http://www.washingtonpost.com/politics/the-seattle-times-company-runs-ads-in-favor-of-mckenna-offers-support-for-gay-marriage/2012/10/17/35943bbe-18a4-11e2-a346-f24efc680b8d_story.html” class=”">Neither are analysts</a>. Or <i>The Seattle Weekly</i>.</div> <div>Seattle Weekly Launches Controversial Ad Campaign for Google – Seattle – News – The Daily WeeklyInspired by The Seattle Times ‘ recent decision to leverage a huge chunk of its credibility for a desperate attempt to increase strugglin…</div> <div>In making its business case for the ad, <a href=”http://www.seattletimescompany.com/communication/overview_political_advertising.htm” class=”">Seattle Times Co. decided to support</a> Yes on Marriage Equality (R74) and Rob McKenna for Governor. So far, the only ad that has run is the McKenna ad. But an ad supporting R74 is fraught with the same challenges as an ad for McKenna. [added 4:34 pm]</div> <div> <h2>Wait. There’s more.</h2> </div> <div>The Sales Pitch from The Seattle Times Company to Local Politicians | SlogState Representative Joe Fitzgibbon (D-34) recently received this letter (.pdfs here and here) from the Seattle Times Company, as part of…</div> <div>Where will the story end? Will the Seattle Times Co. back down, apologize? Or will it keep blundering through the dark?<br>My money’s on the latter, but it doesn’t make me happy.</div> <div>Updated: 4:34 pm: clarified that there are two campaigns planned, R74 and McKenna for governor.</div> <div><br>Updated 3:43 pm Pacific. Noticed that the social shares on the two profiles are different. Turns out to that the Seattle Times search returns URLs with a different pattern:<br><a href=”http://o.seattletimes.nwsource.com/html/localnews/2019299768_insleeprofile30m.html” class=”">http://o.seattletimes.nwsource.com/html/localnews/2019299768_insleeprofile30m.html</a><br>and<a href=”http://seattletimes.com/html/localnews/2019363314_mckennaprofile7m.html” class=”">http://seattletimes.com/html/localnews/2019363314_mckennaprofile7m.html</a><br><br>That little “o” makes the pages render differently. <br><br></div> <div>Updated 2:56 pm Pacific. Added link from The Stranger (above). Moved my reaction from conclusion to the top of the story. Added link from Editor&Publisher, MediaMatters, Mercer Islander, SPJ, NWCN, Brian Hsi. <br></div>
Tags: seattle times
This post is categorized in: Business , Politics , Social Media
It happened Wednesday, and only in the printed version of The Seattle Times. But the controversy and conversation have played out on Facebook, Twitter and blogs — both mainstream media and organizational.
