Fighting for the Op-Edisphere

By Danny Schechter, TomPaine.com. Posted April 9, 2005.

In the old days, the op-ed page of any newspaper was the place set  aside for opinion, in part to preserve the myth that the rest of the paper was somehow objective and viewpoint-free.  

Just as there was supposed to be a "wall" between the business and editorial functions in media organizations, the editorial pages were designed as the preserve of a "free" marketplace of ideas where pundits, commentators, columnists and advocates duked it out, debating the great issues of the day.

That has changed as the media system itself changes, with more media concentration and uniformity of approach influencing what we see and read. Just as the "news hole" in many newspapers shrinks, so does the space allocated for opinion. As a sometime contributor to the very diverse "Viewpoints" section of a Long Island-based daily, I have heard editors grumble about the cutbacks, which limit access by independents such as myself because of all the regulars they have to accommodate.

The prestigious NY Times op-ed page seems to be an exception, even though only l0 percent of Times readers actually read it; perhaps that is why they are launching a new section in the entertainment pages.

The experts chosen to contribute still tend to come from elite think tanks, universities and big publishers. Increasingly, PR firms, speechwriters and political consultants ghostwrite op-eds for big-name clients and then "place" them with the editors who they are always cultivating. The editors are invariably drawn to top pols and celebrity writers. Who really writes their words doesn't seem to matter--and is rarely disclosed.

Others bypass the editors altogether and simply buy space on op-ed pages to showcase ads posing as editorials, further blurring the line between ideas and advertising. Exxon Mobil brags on its website: "ExxonMobil Op-Eds continue a tradition begun 30 years ago. Placed in The New York Times, The Washington Post and selected other periodicals, the Op-Eds present economic, political and social issues important to you and the company. It is our objective to encourage thought and dialogue by informing the public about our industry, explaining our views on key issues of the day and presenting responsible policy proposals."

Oil company critics often don't have the budget to compete, although some radical causes and publications use this "op-ad" technique. In the past, TomPaine.com placed op-ads in The New York Times on a semi-regular basis.

An ideological litmus test seems to prevail as well. In the early days of the Iraq war, The Washington Post ran six pro-war columns for every one column dissenting. (On U.S. television it was worse, says former BBC Director Greg Dyke, with only six "experts" opposing the war out of the 800 interviewed in the period from the run-up to war through the Saddam statue being taken down.)

"News Dissector" Danny Schechter is the blogger-in-chief of Mediachannel.org. His new film WMD (Weapons of Mass Deception) challenges the media coverage of the war in Iraq.

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