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Question: The Daily Tribune is the only daily


The Daily Tribune is the only daily newspaper serving a six-county region of eastern Tennessee. Even though its staff is small and it serves a region of mostly small towns and rural areas, the Tribune has won numerous awards for news coverage and photojournalism from the Tennessee Press Association and other organizations.
Rick Arnold became news editor almost 20 years ago. He has spent his entire career with the Tribune and feels a great sense of pride that it has been recognized for its journalistic integrity and balanced coverage of issues and events. The paper has been able to attract bright, talented young writers and photographers, thanks largely to Rick’s commitment and his support of the news staff. In his early years, the newsroom was a dynamic, exciting place to work—reporters thrived on the fast pace and the chance to occasionally scoop the major daily paper in Knoxville.
But times have changed at the Daily Tribune. Over the past five years or so, the advertising department has continued to grow, in terms of both staff and budget, while the news department has begun to shrink. “Advertising pays the bills,” publisher John Freeman reminded everyone at this month’s managers’ meeting. “Today, advertisers can go to direct mail, cable television, even the Internet, if they don’t like what we’re doing for them.”
Rick has regularly clashed with the advertising department regarding news stories that are critical of major advertisers, but the conflicts have increased dramatically over the past few years. Now, Freeman is encouraging greater “horizontal collaboration,” as he calls it, asking that managers in the news department and the ad department consult with one another regarding issues or stories that involve the paper’s major advertisers. The move was prompted in part by a growing number of complaints from advertisers about stories they deemed unfair. “We print the news,” Freeman said, “and I understand that sometimes we’ve got to print things that some people won’t like. But we’ve got to find ways to be more advertiser-friendly. If we work together, we can develop strategies that both present good news coverage and serve to attract more advertisers.”
Rick left the meeting fuming, and he didn’t fail to make his contempt for the new “advertiser-friendly” approach known to all, including the advertising manager, Fred Thomas, as he headed down the hallway back to the newsroom. Lisa Lawrence, his managing editor, quietly agreed but pointed out that advertisers were readers too, and the newspaper had to listen to all its constituencies. “If we don’t handle this carefully, we’ll have Freeman and Thomas in here dictating to us what we can write and what we can’t.”
Lawrence has worked with Rick since he first came to the paper, and even though the two have had their share of conflicts, the relationship is primarily one of mutual respect and trust. “Let’s just be careful,” she emphasized. “Read the stories about big advertisers a little more care- fully, make sure we can defend whatever we print, and it will all work out. I know this blurring of the line between advertising and editorial rubs you the wrong way, but Thomas is a reasonable man. We just need to keep him in the loop.”
Late that afternoon, Rick received a story from one of his corresponding reporters that had been in the works for a couple of days. East Tennessee Healthcorp (ETH), which operated a string of health clinics throughout the region, was closing three of its rural clinics because of mount- ing financial woes. The reporter, Elisabeth Fraley, lived in one of the communities and had learned about the closings from her neighbor, who worked as an accountant for ETH, before the announcement had been made just this afternoon. Fraley had written a compelling human-interest story about how the closings would leave people in two counties with essentially no access to healthcare, while clinics in larger towns that didn’t really need them were being kept open. She had carefully interviewed both former patients of the clinics and ETH employees, including the director of one of the clinics and two high-level managers at the corporate office, and she had carefully documented her sources. After this morning’s meeting, Rick knew he should consult with Lisa Lawrence, since East Tennessee Healthcorp was one of the Tribune’s biggest advertisers, but Lawrence had left for the day. And he simply couldn’t bring himself to consult with the advertising department— that political nonsense was for Lawrence to handle. If he held the story for Lawrence’s approval, it wouldn’t make the Sunday edition. His only other option was to write a brief story simply reporting the closings and leaving out the human-interest aspect. Rick was sure the major papers from Knoxville and other nearby cities would have the report in their Sunday papers, but none of them would have the time to develop as comprehensive and interesting an account as Fraley had presented. With a few quick key- strokes to make some minor editorial changes, Rick sent the story to production.
When he arrived at work the next day, Rick was called immediately to the publisher’s office. He knew it was bad news for Freeman to be in on a Sunday. After some general yelling and screaming, Rick learned that tens of thousands of copies of the Sunday paper had been destroyed and a new edition printed. The advertising manager had called Freeman at home in the wee hours of Sunday morning and informed him of the ETH story, which was appearing the same day the corporation was running a full-page ad tout- ing its service to the small towns and rural communities of East Tennessee.
“The story’s accurate, and I assumed you’d want to take advantage of a chance to scoop the big papers,” Rick began, but Freeman cut his argument short. “You could have just reported the basic facts without implying that the company doesn’t care about the people of this region. The next time something like this happens, you’ll find yourself and your reporters standing in the unemployment line!”
Rick had heard it before, but somehow this time he almost believed it. “What happened to the days when the primary purpose of a newspaper was to present the news?”
Rick mumbled. “Now, it seems we have to dance to the tune played by the ad department.”
QUESTIONS
1. Why is Rick Arnold’s news division losing influence at the Daily Tribune?
2. How might Rick have handled the ETH story in a more collaborative way?
3. Are there any power sources or political tactics that Rick might use to add to his influence as news editor? Explain.


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