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Weekly UpdatesTo the late Robert Bartley, taking stock of his Wall Street Journal career, the editorial page was a blue-chip asset. Rick Fahr of the Log Cabin Democrat in Conway, Arkansas, presents it as a potential millstone.
To other opinion writers and editors, this disparity of views can provide a basis for self-evaluation. This doesn't mean that anyone should be pulling punches in order to mollify readers and advertisers. But it does argue for a steely focus on developing a voice compelling enough to attract and hold readers.
A disclaimer: These thoughts are parallel to, but not part of, a discussion about harnessing interactive technology to generate Website traffic. Others are far more capable of conducting that discussion. The intent here is to suggest that the institutional voice, as a primary factor in distinguishing one news organization from another, is neglected only at the peril of the institution.
An institutional voice becomes compelling in some of the same ways any other voice becomes compelling. It has something definite to say about subjects that are important to its audience. It doesn't waste itself with lazy topic selection, uneven reasoning, opaque expression, or the omission of key facts.
It wins respect by showing respect. It acknowledges legitimate points offered by the other side. It addresses the opposition's strongest arguments, not just its weakest ones. And it is not afraid to change direction or acknowledge that it was mistaken.
It exudes craftsmanship. It knows how to effectively employ the elements of surprise, humor, and irony. It aims for a level of elegance that is recognized and appreciated even by readers who differ from its positions. It knows better than to insult its potential audience with predictable praise, cautious warnings, empty platitudes, and warmed-over news stories.
And ultimately, it comes to be regarded by intelligent people as a necessary part of the intellectual toolkit they need to go out into the world each day.
The expression of institutional opinion has its roots in the principle of accountability. People who put their livelihood on the line to take a controversial position know that they might lose. Fahr says the audience has changed and is no longer willing to tolerate an opposing point of view.
Dealing with such readers is all the more challenging at a time when shrinking resources sap the editor's time and energy. But the choice has never been clearer. Let the shuttered minds prevail, or challenge them with a product whose excellence they can't resist.
"Journalistically, my proudest boast is that I've run the only editorial page in the country that actually sells newspapers."
--Robert Bartley, 2002
"Are local newspapers shooting themselves in the foot by having an opinions page? Maybe we should run letters and that's it."
--Rick Fahr, 2009
Frank Partsch is a former Masthead editor and the retired editorial page editor of the Omaha World-Herald. Email fpart74465@aol.com
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