How to Influence Editorials: A Case Study

Newspaper editorials have a mixed reputation in the public affairs community. While many previous studies have examined final editorial products as published, few have studied their actual production, and there is little research regarding the people and interests who attempt to influence editorial writing. This article takes a qualitative look at the forces that go into the production of editorials, specifically through a case study of 66 editorials over ten years in The Star-Ledger covering the debate over a sports arena in Newark, New Jersey. The arena project spanned five governors, two mayors, and had significant local, state, and regional implications. This study is unique for its access to the participants in the arena debate, and the wealth of time these elites gave us through the interviewing process. Top political, business and newspaper leaders were interviewed to discern the importance they place upon editorials, and the strategies stakeholders use to influence editorial boards. Findings suggest that at the very least, editorials force stakeholders to either be proactive or forced to react. This study suggests that those who receive favorable editorial coverage are more likely to be knowledgeable, proactive, open, honest (though skilled at exaggeration), and accessible to editorial boards.