If you know the name Ben Domenech, which I didn’t a week ago, then you don’t need to read this, this, this, this, or this.
I admit to being tempted to take shots at the figuratively speaking wounded Mr. Domenech, who stridently opposed impure conservatives, but I don’t really get my jollies from that kind of misfortune (I see conservatism as fairly big tent, some of which doesn’t even fit under the G.O.P.’s even bigger tent, but some conservatives are of the opinion that conservatism is a certain something something that you either belive in or you’re not a conservative).
Clearly Mr. Domenech wasn’t the right man to write for Washington Post’s Red America blog. But the more interesting question is whether the Post should have such a blog at all?
Since newspapers have opinion columnists, often at least one who consistently opposes the newspaper’s editorial line, it would seem quite natural to add opinion blogging to the its offerings. On the other hand, there is no shortage of bloggers out there, and, as the Post has learned the hard way, it’s hard to find really good ones. Why spend precious dollars on opinion-mongers whose voices would be readily available to readers anyway?
I guess there are two reasons: Links and personalities.
Links are a valuable asset for any website, not just because they drive users to the site through clicks, but also because they make Google and other search engines think more highly of your site. If you have a right-leaning or out-right right-wing blogger on a major news website you can expect to get a lot of links from right-wing bloggers. The same obviously works for left-wing bloggers if you have a Lefty blogger on your site. An opinion blogger is, in other words, a goldmine of links for a news site.
The other reason is that a good blogger can become quite a personality within his or her niche, and well-known and not-quite-so-well-know people can also be valuable assets. For one thing, they can easily get more media exposure, which gives their employer/organization more publicity. A few years ago I worked at a new media company - a search engine! a portal! a destination! - that had a handful of popular services, not top of the line popular, mind you, but still popular, but the company had nobody who could pick up the phone and be somebody to anybody at a media outlet. Well, we eventually had one guy, actually, and he did score some mentionings in various places, but he was poorly cultivated and he never became the go to guy in his niche.
Obviously, the Post doesn’t lack personalities, if you pardon the interruption, but I don’t think it has people who can instantly connect with right or left-wingers. Having an opinion blogger of the right kind of stripe would presumably give the newspaper a leg up when it comes to wooing the most intensely partisan audiences.
I’m not saying links and personalities are good reasons or ROI-appropriate reasons for newspapers and other major news sites to hire bloggers, only that those are two pretty good reasons that I can think of (I certainly don’t buy the “balance” argument, that is, that newspapers should get right-wing opinionators to balance left-wing reporters: You don’t balance slanted reporting with slanted opinionating, you balance it with good editing).
However, if newspapers go down the opinion blogger route, they’ll likely find more landmines like those the Post stepped on during the Domenech fiasco. For one thing, bloggers don’t enjoy editors or other sanity filters/quality checks. What may seem as plagiarsim to an editor may just be a sloppy post in the eyes of an amateur blogger. For another, a blogger may well come across as reasonable on his or her own blog, but may have some kee-rayy-zee views that he or she posts anonymously on various message boards or blogs. It won’t be so much fun if your newly hired middle-of-the-road, health-care-for-all! progressive blogger is exposed as a closeted enviro-terrorism cheerleader.
One last thing, regarding the name of Domenech’s Post blog: Red America. The Red/Blue divide is almost entirely a white thing. Black voters, most of whom live in the red states, aren’t split like that. They’re overwhelmingly Democrat everywhere. It’s also unlikely that Hispanic voters, who are much less numerous than black voters, follow the Red/Rlue divide, although Mexicans may be somewhat more right-leaning in Texas than in California. Though I am a conservative in Massachusetts, I am quite comfortable here and I certainly don’t think of myself as some poor “red stater” in a “blue state.” Red/Blue is good for remembering how states voted in the last presidential election, but not for describing how Americans approach politics or life or culture or religion and all those other things that Red/Blue is supposed to do. At least not if you’re talking about those more than 30% of Americans who aren’t white.