Determination
18
Minnesota
News Council
In the Matter of the Complaint of
James & Laura Miles against the Mpls Star and Mpls Tribune
James G. and Laura H. Miles, independent candidates for
governor and lieutenant governor of Minnesota, complained that the two
newspapers provided inadequate and unfair coverage of their campaign.
Background: The Mileses sought to run a serious,
low-budget, issue-oriented campaign. Central to their campaign strategy
was a walk from one end of the state to the other, meeting the public
and discussing the issues. They did not face a primary challenge,
and they complained that because of this, their campaign was largely
ignored by major Twin Cities newspapers, specifically the Star and
Tribune. The Mileses' concern was not with any adverse effect the
coverage or lack of coverage might have had on the success of their
campaign (they were not elected), but with the principles surrounding
the presentation of candidates' views on important issues.
They also complained about the unfairness of the
two papers' policies regarding coverage of candidates not included
in primary elections, and about the inaccuracy of opinion poll results
reported in the two papers.
Determination of the Council: First, regarding
the use of public opinion polls, there appeared to be no improper
use of either the Minnesota Poll (Tribune) or the Metro Poll (Star)
during the campaign. The polls were conducted in proper scientific
manner, and both papers included sufficient independent information
regarding the content and limits of the poll in their reporting. The
news media must be alert to their responsibility to remind the reading
public of the limitations of poll results.
Second, on the basis of documented studies of campaign
coverage, the Milses received less coverage in traditional news coverage
measurement terms - issues covered, column inches reported, and stories
published - than the other two candidates. But these traditional measurement
devices do not establish proof of adequacy or inadequacy of news coverage;
inequality of news columns does not prove discrimination. The conclusion
in this case is that the Mileses were treated fairly in comparison
to other gubernatorial candidates.
Third, there was no indication that either newspaper
had or applied a policy of news blackout or denial of news access
to the candidates for public office who were not facing a primary
election. In pre-primary as well as post - primary coverage, the media
have a commitment to present newsworthy happenings - involving any
and all candidates, whether or not they face an impending election
contestÑfairly and reasonably for public understanding. The media
must, however, be allowed to exercise reasonable judgment in determining
the news value, educational value, and space availability for political
news as well as other types of news. It is also true that the techniques
and timing adopted by a candidate could work against his or her own
desire to use the media to present views; the Mileses' walk frequently
took the candidates far from the Star's and Tribune's regular reporting
range.
However, it is questionable whether either paper
provided sufficient coverage of the gubernatorial campaign generally
in comparison to other types of news and features. While reporting
thoughtful and studious analyses of candidates and major public issues
may not sell newspapers or appeal to that portion of the reading public
desirous of more entertaining news, newspapers should nonetheless
remember their mission to educate and inform the public.
The print media have a unique responsibility to provide
in-depth analyses of political issues and candidates, and must find
ways of presenting these matters in a form that will be understandable
and appealing to the public.
All Minnesota newspapers are encouraged to re-examine
their policies regarding the adequacy of political news coverage,
and to expand and improve their overall performance.
The complaint against the two newspapers is not upheld.
February l0, 1975
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Determination 19
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