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Walter Pincus has an interesting piece about the newspaper biz in the Columbia Journalism Review this month.  The points he makes aren’t exactly new, but they’re worth making anyway.  For example:

We have turned into a public-relations society. Much of the news Americans get each day was created to serve just that purpose — to be the news of the day.

….In 1981, at the beginning of the Reagan administration, Michael Deaver — one of the great public-relations men of our time — began to use early-morning “tech” sessions at the White House, which had been a way to help network producers plan the use of their camera crews each day, to shape the television news story for that evening. Deaver would say that President Reagan will appear in the Rose Garden to talk about his crime-prevention program and discuss it in terms of, say, Chicago and San Francisco. That would allow the networks to shoot B-roll. The president would appear in the Rose Garden as promised, make his statement, perhaps take a question or two, and vanish.

After a while, the network White House correspondents began to attend these sessions, and later print reporters began showing up, too. On days when the president went off to Camp David or his California ranch, Sam Donaldson, the ABC News White House correspondent, began his shouted questions to Reagan, and Reagan’s flip answers became the nightly news — and not just on television. The Washington Post, which prior to that time did not have a standing White House story each day (publishing one only when the president did something newsworthy), began to have similar daily coverage.

At the end of Reagan’s first year, David Broder, the Post’s political reporter, wrote a column about Reagan being among the least-involved presidents he had covered. In response, he got an onslaught of mail from people who said they saw Reagan every night on TV, working different issues. It was a triumph of public relations.

….Today, mainstream print and electronic media want to be neutral, presenting both or all sides as if they were refereeing a game in which only the players — the government and its opponents — can participate. They have increasingly become common carriers, transmitters of other people’s ideas and thoughts, irrespective of import, relevance, and at times even accuracy.

Read the whole thing.

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WE'LL BE BLUNT

It is astonishingly hard keeping a newsroom afloat these days, and we need to raise $253,000 in online donations quickly, by October 7.

The short of it: Last year, we had to cut $1 million from our budget so we could have any chance of breaking even by the time our fiscal year ended in June. And despite a huge rally from so many of you leading up to the deadline, we still came up a bit short on the whole. We can’t let that happen again. We have no wiggle room to begin with, and now we have a hole to dig out of.

Readers also told us to just give it to you straight when we need to ask for your support, and seeing how matter-of-factly explaining our inner workings, our challenges and finances, can bring more of you in has been a real silver lining. So our online membership lead, Brian, lays it all out for you in his personal, insider account (that literally puts his skin in the game!) of how urgent things are right now.

The upshot: Being able to rally $253,000 in donations over these next few weeks is vitally important simply because it is the number that keeps us right on track, helping make sure we don't end up with a bigger gap than can be filled again, helping us avoid any significant (and knowable) cash-flow crunches for now. We used to be more nonchalant about coming up short this time of year, thinking we can make it by the time June rolls around. Not anymore.

Because the in-depth journalism on underreported beats and unique perspectives on the daily news you turn to Mother Jones for is only possible because readers fund us. Corporations and powerful people with deep pockets will never sustain the type of journalism we exist to do. The only investors who won’t let independent, investigative journalism down are the people who actually care about its future—you.

And we need readers to show up for us big time—again.

Getting just 10 percent of the people who care enough about our work to be reading this blurb to part with a few bucks would be utterly transformative for us, and that's very much what we need to keep charging hard in this financially uncertain, high-stakes year.

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