Strengthening the Issues with Commentaries and Editorial Board Appeals

MODERATOR

Jeff Bierig, Director of Media Relations
Illinois Institute of Technology

PANELISTS

Bruce Dold, Editorial Page Editor
Chicago Tribune

Sally Eisele, Managing Editor, Public Affairs
Chicago Public Radio

Cheryl Reed, Editorial Page Editor
Chicago Sun-Times

PROGRAM SUMMARY

Jeff Bierig (from left), Bruce Dold, Cheryl Reed, and Sally Eisele. Photo by Ted Lacey.

By Sue Masaracchia-Roberts

A panel of top editorial board editors told a packed PCC luncheon that editorial boards are taking a different look at their responsibilities and approach to the needs of their respective media outlets. Former Chicago Tribune media relations manager, Jeffrey Bierig, now the director of media relations for the Illinois Institute of Technology, served as moderator of the December panel discussion. The panelists, representing editorial boards of major outlets, included Chicago Tribune editorial page editor Bruce Dold, Chicago Sun-Times editorial page editor Cheryl Reed and Chicago Public Radio managing editor Sally Eisele.

Bruce Dold

As editor of the Chicago Tribune editorial page, Bruce Dold supervises the production of the paper’s editorials, the Voice of the People and the OpEd/Commentary page. A reporter since 1978, he has won a number of awards, including a Pulitzer Prize for editorial writing. As part of his current duties, he frequently serves as a commentator on various television and radio shows including The Newshour with Jim Lehrer and Chicago Tonight.

Dold notes that today’s instant news mentality changes the way that editorial boards approach their jobs. He recalled how letter used to be mailed in the past, taking seven days to arrive. Now it takes seven minutes. “What is news in the paper today is online tomorrow and garners almost instant responses,” he explained. Now, “newspapers are catching up with the speed of radio.”

Eleven people sit on the Tribune editorial board, many with backgrounds in journalism and news reporting. “It’s like an orchestra – people on the left and on the right so we can have a good argument. Everyone can put what they think we should be writing about on the table. We also meet with people who will lobby us on different issues, like the Secretary General of the UN or Senator McCain. We need to be able to switch gears at any time.”

Like the Sun-Times, the Tribune strives to write about what people will actually read, compelling stories rather than letters by committee. Receiving approximately 1500 letters and editorial comments a week, only about 60 or 70 actually appear in print, however a lot more content will appear online as time goes on, according to Dold. OpEds can be no longer than 800 words and letters cannot exceed 400 words.

The final decision as to what appears belongs to Dold. “I’ll hear the arguments presented by the board and usually go with the majority,” he explained.

To approach Dold, he prefers not to be contacted by phone. He prefers e-mail. Contact Dold at: bdold@tribune.com.

Cheryl Reed

Currently the director of the commentary pages at the Sun-Times, Cheryl Reed began her Sun-Times career in 2003 as a general assignment reporter, also serving as the book editor and covering investigations. She is most proud of her “State of Shame” and “Wounded Warriors” stories focusing on the treatment of returning Illinois veterans and disability payments.

Editorially, the Sun-Times, according to Reed, tries to offer a dialogue. “It used to tell you what to think. Now we want to have a two way conversation.” To that end, the Sun-Times has added more letters, a blog and video, eliciting comments from readers. “Every day at 10:30 a.m., six people – our Board – argue around the table about what [a story] means to Chicago. We might look at what the New York Times or the Tribune is writing and then give it a different take or spin. We reflect what the working class in Chicago thinks.”

The Sun-Times also differentiates itself through its staff of artists who illustrate the opinions expressed and help them communicate to people in regular language.

Using blogs and video, they try to engage people who are funny but have an attitude, such as Michael Moore. “We are more about opening lines of communication,” said Reed. “We don’t want to be labeled as progressive or liberal. The paper had been conservative; the publisher feels we should go back to our roots, which is why we have people of color, Hispanics and more minorities on the Board than white faces.” In addition, Reed reports that, shortly, the Sun-Times will begin to do audio, explaining, “We can give you online what you don’t get in the paper itself.”

The paper considers itself Chicago-centric, so it is about to launch a community panel, featuring people with their pictures in the paper. The Sun-Times prefers well-rounded stories but avoids assigning “beats.” Their focus is on areas where they will have the greatest impact. “With more than one million readers, we like to use them for input,” added Reed.

Reed personally filters the OpEds and commentaries and finds the major problem to be that there is not enough space for all of them. OpEds must be no longer than 450 words, should relate to what is in the news and must touch peoples’ lives.

“We want our readers to care about the stories and read them,” Reed said. “We try to explore what the working class reader sees as relevant issues – like drivers’ licenses for illegal aliens or [foreign citizens] not learning English.

The final editorial decision as to what runs rests with her. “I can disagree with the news pages since I have my own soap box.”

Reed can be reached via e-mail at creed@suntimes.com.

Sally Eisele

In charge of local news and public affairs programming for WBEZ, Sally Eisele oversees the content of a number of programs including Morning Edition, Eight Forty-Eight, Worldview, All Things Considered, Hello Beautiful and Radio M. A recipient of both the Casey Medal and Lisagor awards, Eisele created San Francisco’s California Report for KQED.

Chicago Public Radio focuses on covering issues that concern the Chicago region and resonates with the community. Its goal is to establish a connection with community leaders and policy makers and invite public opinion. Although it has no formal editorial board, it provides a forum for the exchange of ideas while providing balanced, provocative discussions on issues of importance to its listeners. Many of their commentaries come from letters they are sent. They do not do political endorsements, although political coverage will become more prevalent as the 2008 elections begin to take shape.

“Once a week,” said Eisele, “We discuss our long-term plans and discuss how to move our long-term topics forward over time. We have not done as much commentary as we would like to do.”

Anyone interested in pitching a commentary should “be approachable, be succinct and make us care! There are so many avenues through which to find stories,” said Eisele, “why should we care about yours?” She also cautions those interested to make sure their commentaries are no more than two pages, written in 12 point font and have 1½ line spacing.

In the spring, the station will feature interactive call-in with a Web component, increasing their use of the Web. “The front of the Web is my call,” said Eisele, adding, as “the Web is taking on more importance, so it is becoming as important as it is part of the content delivery system. Everything on the radio goes on the Web, as we are always looking for good content to share. While there is not enough room for all the good stories on the radio, the Web is unlimited.”

Eisele added, “It is good to push the envelope in this ongoing commentary. We also enjoy receiving feedback.”

To reach Eisele, e-mail her at seisele@chicagopublicradio.org.

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