Last week marked a milestone, the 25th anniversary of a rare position in the newspaper industry.
On Dec. 5, 1976, the Times-Union announced the appointment of a top editor whose sole job was to invite readers to call with complaints and suggestions.
At the same time, the Times-Union began running daily corrections. Soon afterward, the newspaper drafted its first written code of ethics. It’s a legacy that involves many people.
* Through three publishers (J.J. Daniel, James L. Whyte, Carl N. Cannon) …
* Three top editors (Robert P. Clark, Fred Hartmann, Patrick Yack) …
* And previous reader advocates (Bruce Manning, Art Richardson, Franklin Young and Art Fredrickson, plus Bill Humphrey in the Jacksonville Journal) …
* The Times-Union has renewed its commitment to the readers.
It’s a rare feat. As the American Journalism Review wrote in its November issue: “For every newspaper that adds or replaces an ombudsman, it seems, another eliminates or significantly alters the job because of economics or philosophical differences.”
So in the interest of readability, here are some thoughts on the occasion:
First reader advocate: The Courier-Journal in Louisville appointed the first modern news ombudsman in 1968. Robert P. Clark, who came to the Times-Union from Louisville, was instrumental in introducing the position here. A few newspapers followed suit before the Times-Union did, such as The Washington Post, the Star-Tribune in Minneapolis, the Virginian-Pilot in Norfolk and the San Diego Union-Tribune.
Power: None. Influence — some. The reader advocate doesn’t make policy, pick letters to the editor, fix delivery problems, investigate advertising or mediate billing disputes. The reader advocate is a go-between, a liaison between the readers and the staff on news issues. Much of this work takes place internally, outside this column.
Independence: In over 13 years, I have never been told what to write. I have the freedom to criticize or praise, to call ‘em like I see ‘em. But every complaint of any substance is shared with the staff in daily meetings and weekly internal reports, whether I agree or not.
Reader Services: With Assistant Reader Advocate Diane Dixon, we go beyond the complaint department. We write the Call Box column, handle photo reprints, do some research and perform many other customer service duties. We have file folders of thank-you notes from appreciative readers. One little example: We faxed a reader a cranberry recipe the day before Thanksgiving. Company was coming. “You saved my holiday,” she said.
Biggest complaints: Comics, crossword puzzles and TV listings. That’s what readers really care about. They can’t get them elsewhere. On more serious matters, stories about race and homosexuality produce the most emotional calls.
Scariest encounter: The muscle-bound man who entered my office to say that the CIA was trying to control his mind, and he had a report he wanted us to write. He then closed the office door. After 30 tense minutes, I escorted him out.
Satisfaction: Helping the afflicted, victims of crime and the powerless to obtain a hearing at the newspaper and, occasionally, share a suggestion that leads to a story or a change in policy.
Editor Patrick Yack: “Our reader advocate, Mike Clark, provides an invaluable service to the newsroom and this company. He is attentive to readers’ interests, and he knows the newsroom inside and out. He listens carefully and speaks with authority. I appreciate all he has done for the paper. He serves as an important bridge between the newspaper and the community.”
Bottom line: We owe all the readers who call and write a big thank-you. You have helped make this a better newspaper. Keep in touch. I mean it.
Phone: 359-4217. Mail: P.O. Box 1949, Jacksonville, FL 32231. Fax: 359-4478. E-mail: (mclark@jacksonville.com). For information about photo reprints, please call Diane Dixon in Reader Services at 359-4219. Mike Clark is available to speak to groups.
