MASTER'S THESIS M-1855 FRIEDERSDORF, May L. 1968 PRESIDENTIAL CAMPAIGN AND ELECTION COVERAGE BY DAVID S. BRODER OF THE WASHINGTON (D.C.) POST. The American University, M.A., 1969 Journalism University Microfilms, Inc., Ann Arbor, Michigan 1968 PRESIDENTIAL CAMPAIGN AND ELECTION COVERAGE m DAVID S. PROPER OF THE WASHINGTON (D. C.) POST by Max L. Friedersdorf Submitted to the Faculty of Arts and Sciences of The American University in Partial Fulfillment of the Requirements for the Degree of Master of Arts Journalism Signatures of Committee: Chairman: Dean of the College Date: /W y /% Pate:9na^^7. /f AMERICAN UNIVERSITY 1969 LIBRARY The American University MAY 2 9 1969 Washington, D. C. WASHINGTON. D. C. 3 1 Ss- TABLE OF CONTENTS CHAPTER PAGE I. INTRODUCTION AND M ETHOD......................................... 1 Journalistic criteria for excellence in political re p o rtin g ................................................................................ 2 Broder's background and experience ........ 13 Purpose of the s tu d y .......................................................... 15 n. THE PRIMARIES....................................................................... 17 New H am p sh ire........................................................................ 17 The events of March .................................. 24 I n d i a n a .................................................................................... 30 O r e g o n ........................................................... 39 C a lif o r n ia ................................................................................ 44 California A fterm ath ........................................................... 47 m . THE CONVENTIONS............................................................... 50 At M i a m i ................................................................................ 50 At C h ic a g o ................................................................................ 56 IV. THE CAMPAIGN..................... t . 63 With Humphrey ....................................................................... 63 With N ix o n ................................................................................ 69 With W allace ................................................... 74 Hi TABLE OF CONTENTS CHAPTER PAGE V. CONCLUSION ...................................................................... 78 Broder reflects ................................................................... 79 E v alu atio n ............................................................................... 94 BIBLIOGRAPHY.................................................................................... 98 CHAPTER I INTRODUCTION AND METHOD A good newspaper reporter, John Cowles of The Minneapolis Star and Tribune has observed, should know as much about his subject as a good college instructor knows in his specialty. ^ The good reporter, Cowles e^qplains, should "be as objective and as untiring in his pursuit of the truth as a scientist doing research 2 at a university. " Acclaimed during the 1968 Presidential campaign year as political reporter and columnist who sought to apply such an approach to his work was David S. Broder of The Washington (D.C.) Post. Newsweek described Broder as "a political reporter's political reporter, " ^ and Time reported that the Washington press corps view Broder as "perhaps the nation's top political correspondent. " ^ James E. Gerald, The Social Responsibility of üm Press (Minneapolis, Minnesota: The University of Minnesota Press, 1963), p. 115. ^Ibid. ^News item in Newsweek, A i^st 19, 1968, pp. 60, 61. ^News item in Time, August 16, 1968, p. 38. Educated at the University of Chicago where he was editor of the University of Chicago Maroon, Broder worked on the Congressional Quarterly, The Washington Star and The New York Times before join­ ing The Post where he is given wide latitude in his political reporting efforts. ^ Broder's reputation is not based on a sensational string of scoops. Instead, he relies on trends to guide him for depth reports 6 and he is careful to understate rather than overstate developments. Attention to Broder* s work, however, derived during the 1968 campaign from a delayed scoop involving his earlier speculation concerning the choice of former Maryland Governor Spiro T. Agnew as the Republican Vice Presidential choice. Broder was alone credited with suggesting Agnew might be the choice, one of the major political 7 surprises of the year. Journalistic criteria for e^œellence in political reporting. In assuming the role as peer of American political journalists. Broder enters an area that has long been assessed as one in need of improve­ ment. ^Newsweek, op. cit., pp. 60, 61; Time, op. cit., p. 38. ®Ibid. ^Ibid. Newspaper reporting in depth and perceptive interpretative pieces represent a much-sought goal of American newspaper critics. Neale Copple of the University of Nebraska has observed: All this should indicate that the newspaper is in a perfect spot to cash in on what some call a cultural e^losion. If that is a bit much for a business whose professionals are trained in skepticism, then call it simply a growing hunger for more information. The question is, 'How do we satisfy that hunger?' I believe, without reservation, the answer is reporting in depth. It would be wonderful if, by simply believing it and saying it, the job would be done. But the newsmen who deal in depth and the students who are learning to do it know this is only lip-service. Depth is hard work. It is creative. It is demanding research. It is careful organization. And it is the most beautiful writing American journalists have ever produced. ° Broder* s type of depth and/or interpretative reporting has been variously described. Ben W. Gilbert, former city editor of The Washington Post, once described depth reporting as a story "v4iich tells^the reader what 9 the fuss is all about. " ®Neale Copple, Depth Reporting, An Approach to Journalism (En^ewood Cliffs, New Jersey: Prentice-Hall, Inc., Î564), p. 8. 9 Copple, op. cit., p. 16. A simpler definition was offered by R. L, Crowley, former managing editor of The St. Louis Post Dispatch, who said depth reporting is "of course, by definition, the opposite of surface reporting. " Interpretation as defined by Webster is "to explain, tell mean­ ing of; translate, elucidate. To construe in the light of an individual belief, ju(%ment of interest; as to interpret a contract. " This definition was translated into a journalistic meaning by Turner Catledge, former New York Times managing editor, who observed: From his training and e^goerience, the able reporter knows what weight should be given each detail. He knows as well that his own opinions have no validity; if a reporter does not know his canon, the editor is there to see that he is made aware of it. ^2 Broder's performance must also be measured against the dangerous temptation of interpretative reporters who substitute their own opinion for honest interpretative conclusions. Copple describes this malaise: Yet, to many reporters. Interpretation means license to use their own opinion. These newsmen believe that they have become so expert in their fields that they may use opinion without attribu­ tion or qualification. It is difficult to reconcile this viewpoint in a world so complicated that persons spend an entire lifetime studying one small part of one subject. 12 10 Ibid. lljbid, p. 17. ^^Ibid, p. 18. 1 ^Copple, op. cit., p. 18. Recognition of the need for depth reporting has resulted in a staff reorganization at The Post which has permitted Broder to achieve his reputation as a thorough, behind-the-scenes political writer. 1^ The Post has reorganized its news staff into two units. One goes about the job of regular beat coverage and the other staff is permitted to go beyond the news for the story in depth. Thus, while the regular beat reporters give protection on spot news. Broder and the other depth reporters are allowed to develop and pursue the signifi- 15 cant developments behind the news. Respected editors and newsmen throughout the country are recognizing the need for staff organization like The Post, and for reporters with Broder* s talents and the freedom to use them. Barry Bingham, president and editor of The Louisville Courier- Journal and The Louisville Times, states the need for this type of reporting "grows more insistent week by week, and the newspaper that 1A tries to ignore it will do so at the risk of its survival. " It is not surprising that a reporter of Broder* s skül and interpretative bent would eventually join The Post and do well there ^^Ibid, pp. 22, 23. ^^Ibid. l®Copple, op. cit., p. 22. 6 because the paper has been among the first to advance the interpreta- 17 tlve role. As long ago as 1951, The Post's Alfred Friendly was advising the Associated Press Managing Editors that "the essence of the findings of these special topic studies was that AP must move steadily toward reporting of increasing depth and seriousness for an audience of grow- 18 ing education and sophistication* " Noted American journalists have long realized the difficulty confronting a political newsman attempting to interpret and report in depth and yet retain objectivity. In a talk to the Association for Education in Journalism in 1952, Arthur Hays Sulzberger, puMisher of The New York Times, remarked; I do not think it possible to be strictly objective or to present the news without any bias. 1® Sulzberger expressed the belief that it is impossible to give news