What the Media Missed in the WaPo Endorsement Decision
With an election just days away, the news media is dedicating far too much air time to denouncing The Washington Post’s decision not to endorse a candidate. Despite all this coverage, here’s what they’re missing.
The uproar over Jeff Bezos’ choice not to endorse a presidential candidate through The Washington Post reveals a troubling disconnect — both within the news media and among the public at large — about the role of the publisher.
What the Job Is
A publisher’s responsibility is to protect the newspaper’s business interests and long-term credibility, yet this essential duty has been overlooked in the coverage of this incident. If anything, the media’s portrayal of this decision suggests that many journalists misunderstand how newspapers actually function. And when news fails to cover its own industry accurately, why would it be trusted to cover, well, anything else?
Here’s the distinction that matters: it’s standard for the publisher and editorial page editor to sit down and review significant opinion pieces, including endorsements, working toward clarity, consensus, and publisher approval. This collaboration is unique to the editorial board and does not involve the newsroom, which operates independently. Missing this distinction in coverage reflects not only a lack of awareness within the media but also fuels public misunderstanding of what a publisher’s role entails.
Bezos is right to point out that editorials, including endorsements, are losing influence. Fewer people see them as useful, and many now view them as outdated and biased. Across the industry, major endorsements have steadily declined, from 92 in 2008 to 54 in 2020. Large media chains like Gannett and McClatchy are reducing endorsements, finding that opinion sections are often the least-read content and one of the main reasons for subscription cancellations.
What’s Trending
This is part of a broader trend, as readers increasingly view endorsements as a departure from objective news coverage. Trust in news has continuously declined, with major news outlets trusted by less than half of Americans, who often cite perceived partisanship as a primary factor.
For anyone who understands the media landscape, Bezos’ rationale for not endorsing is right on the money.
The real misstep here wasn’t Bezos’ decision to forgo endorsing — it was the editorial team’s failure to keep their draft endorsement for Kamala Harris private. By making it known that an endorsement for Harris existed, the editorial section allowed a narrative to emerge that Bezos was endorsing the opposition by default — and that spawned plenty of conspiracy theories, which only led to more reputational damage.
Damage From Within
The thing is, editorial boards go to great lengths to protect the integrity of their work, so making the draft public was unprofessional — and it’s this disclosure that caused the damage, affecting everyone from newsroom staff, who had no part in the process, to the publisher, who up until now had earned praise for investing in journalism.
In reality, the decision to endorse no candidate sends a strong message: neither side earned the paper’s support. If endorsing one candidate is a slap against the other, endorsing no one is a double slap to each of them. Reportedly, The Post has lost around 250,000 subscribers, the paper has been damaged, and Bezos is being branded a coward.
But is he?
In the end, Bezos did his job. The real damage came from within, from those who disclosed the Harris endorsement draft, creating unnecessary turmoil. This episode is a potent reminder that understanding the different roles within a newspaper — especially the divide between editorial opinion and newsroom reporting — is essential for both the public and the industry.
- Jaci Clement
CEO/Executive Director
jaci@fairmediacouncil.org
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Breaking Big Stories and Getting to the Truth
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Folio Awards Unveils Signature Awards with $1,000 Cash Prize
FOR BUSINESS, NONPROFITS & MEDIA: Social Impact Storytelling Award — The Fair Media Council Folio Awards highest honor in social media. This award is for a campaign that drives meaningful social change through powerful storytelling and engagement using social media. This is the only social media category that includes a cash prize of $1,000.
FOR NEWS OUTLETS: Truth & Impact Award — The Fair Media Council Truth & Impact Award recognizes journalism that not only uncovers the truth but also has a demonstrable impact on society, leading to significant, documented change or awareness. This is the only news award to include a cash prize of $1,000.
Submit your entries across categories celebrating impactful storytelling, solutions journalism, and more. For more information.
Tips for Building Media Savvy
One of the most readily available and valuable tools to help students and adults develop and advance their career paths is business news. Here’s why. (Feel free to download and share this infographic.)
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Nominations Now Accepted for Folio Award Lifetime Achievement
Lifetime Achievement in News -This prestigious award celebrates a lifetime of impact, integrity, and unwavering commitment to informing the public and strengthening our democracy through quality news and access to information. Journalists and media professionals are eligible. Nominate someone who has shaped the media landscape and inspired future generations.
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Folio Awards Call for Entries is Now Open
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At a Glance:
- The Call for Folio Award Entries is now open. The final deadline for entries is Feb. 1, 2025.
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