A half century ago, the great Chicago author Nelson Algren noticed that the Chicago Tribune skews its portrayal of Chicago in order to promote its own interests. In his landmark essay “Chicago: City on the Make,” Algren writes that the Tribune has a “trick of substituting counterfeit values for true ones” in order to fool readers into believing that the Tribune’s peculiar perspective is the one and only truth. We’ll get into the details of how that works in a moment. First, a word about the results. According to Algren, this Tribune trickery promotes mediocrity: “Mediocrity is wanted. Mediocrity is solicited. Mediocrity is honored.”
Behind this idea is the notion that it’s safer for business to promote the status quo than to shake it up with anything risky like excellence or originality. The status quo may be mediocre, but it makes money. So why fix what isn’t broken? Newspapers that value excellence above the status quo can get into hot water with advertisers, since publishing the truth occasionally implicates or embarrasses American business. Newspapers that promote the status quo take no such risks. And you’ll notice that when the Tribune produces a new product – RedEye, for example – it produces something mediocre by design. RedEye didn’t hit the streets promising to be more in-depth, more accurate, or more intelligent, it hit the streets promising to be lighter, fluffier, and stupider. Mediocrity is wanted, mediocrity is solicited, mediocrity is honored.
In the discourse of American journalism, the Tribune is very well known but not very well regarded. American journalists know the Tribune not for producing great journalism, but for compromising journalistic principle in the pursuit of more money. This blurb from
American Journalism Review captures the company’s image:
“Tribune has already lowered the wall between news and business. Here, journalism is content. Executives -- and editors, too -- go on about synergy and brand extension, about how their individual companies are not mere newspapers, broadcast stations or Web sites, but partners and information providers.”
Recently, the Tribune is known best for trying to gut the Los Angeles Times, a newspaper more excellent than the Tribune has ever been. Journalists at the Times are putting up a noble fight, but in the Tribune’s hands, the Times seems certain to become mediocre.
Now let’s turn to baseball – not because baseball is more important than the national discourse of journalism, but because baseball has provided a particularly clear lens through which we can observe the Tribune's mediocrity machine at work. Obviously, it’s not hard to find mediocrity in the 25-year history of the Tribune-owned Chicago Cubs. In some years, like the current one, the word “mediocre” overstates the Cubs’ achievement. What’s most remarkable is how consistently and efficiently the Cubs reproduce mediocrity, not only as a team but in individual players. Take Greg Maddux for example. He began his career as a mediocre Cub, became a Hall of Fame-calibre pitcher for the Atlanta Braves, returned to the Cubs and mediocrity, then excelled as soon as he was traded to the Los Angeles Dodgers. Corey Patterson, a mediocre Cub, excelled as soon as he got to the Baltimore Orioles. Nomar Garciaparra: great for the Red Sox, terrible for the Cubs, great for the Dodgers. Moises Alou hit .330 for the Astros, then .280 for the Cubs, then .320 for the Giants. There are dozens of examples, and they don’t limit themselves to the players. Dusty Baker had a .540 winning percentage for the Giants, .497 for the Cubs. Cubs president Andy McPhail just resigned after 12 years of mediocrity in Chicago, but McPhail had two World Series rings on his fingers before he got here.
The Cubs most excellent player of the Tribune era, Sammy Sosa, may have been juiced the whole time. (By the way, excellent newspapers like the San Francisco Chronicle investigate juicing allegations that involve the local star; mediocre newspapers like the Tribune just hustle the guy out of town and look the other way.)
It is now a widespread belief in Chicago that the Cubs are mediocre every year because of the Tribune, because Tribune executives know they can fill Wrigley Field without making any risky attempts at excellence or originality. At the start of 2006, for example, Tribune columnist Rick Morrissey told Chicagoans the Cubs would win their division, and in fact the Cubs played pretty well early in the season when tickets were still on sale. Meanwhile, Tribune architecture critic Blair Kamin reminded Chicagoans that Wrigley Field is a “sacred garden” and “a place of joy,” even though there has been no joy in Wrigleyville for 98 years now. Keep in mind that both Morrissey and Kamin, like all Tribune employees, have a personal investment in the Cubs through the Tribune's profit-sharing plan, but neither journalist disclosed that fact in the reports mentioned above, as excellent journalism requires. So we see mediocre journalism promoting mediocre baseball, and making much more money than excellent journalism could ever make by telling the awful truth about the awful Cubs. Mediocrity is wanted, mediocrity is solicited, mediocrity is honored, and you can see why.
As Algren told us a half century ago, the Tribune substitutes counterfeit values –
Cubs will win in sacred garden – for true ones –
Cubs lose again in uncomfortable crumbling stadium.Now I’ll turn to the most blatant example I have ever seen in the Tribune of counterfeit values substituted for true ones to promote mediocrity over excellence. There’s no denying this one, even though the Tribune has tried. The date was Oct. 29, 2005, the day after 1.75 million people gathered downtown to celebrate the World Series-champion Chicago White Sox. Under the headline, "Can the Sox Win More Hearts, Minds?" the Tribune ran a front-page story that omitted any mention of the 1.75 million hearts and minds who had celebrated the White Sox on the streets of Chicago the day before. It argued that the Cubs are still the "biggest" thing in Chicago, relying on unexplained criteria of "bigness." In fact, the Cubs have never been big enough to draw 1.75 million people on a single day, but you can see the Tribune struggling to preserve the illusion of Cubs dominance in the face of overwhelming contrary evidence. You can see the skewed perspective of the Tribune promoting its own interest.
A counterfeit value (unexplained “bigness”) was substituted for a true one (1.75 million people), and as Algren predicted, mediocrity was honored. The fourth-place Cubs were honored over the World Champion White Sox. Just amazing.
Mediocre Baseball, Mediocre JournalismThe authors of that front-page story were Tribune Chief Business Correspondent David W. Greising and Tribune Metro reporter Bonnie Rubin. Rubin did not reply to any of our inquiries, but Greising is by all accounts a responsive and responsible journalist who knows his obligations to the public and understands the limitations of his employer.
Greising explained the story by saying that he and Rubin had interviewed four “experts” and simply reported what they said. That doesn’t explain why the story failed to mention 1.75 million fans who demonstrated their support for the White Sox. But more importantly, we must ask: what kind of a journalist does it take to call four experts and report what they say? Does it take a senior correspondent and a Metro reporter? Any kid on a college newspaper staff can do that, and any kid on a college newspaper staff would be expected to do it better than the Tribune did by, for example, making sure the experts were speaking in the context of a World Series victory. One of those experts, University of Chicago economist Allen R. Sanderson, offered the Tribune comments roughly identical to comments he had offered the Sun-Times in 2004, back in the day when a World Series was scarcely imaginable in Chicago. Sanderson clearly was not addressing the World Series victory. It’s questionable whether the comments from any of the four experts related to the context of a World Series victory. It’s certain they were awkwardly taken out of the context of 1.75 million people celebrating the White Sox in the streets of Chicago.
By any reasonable account of journalism excellence, Greising and Rubin produced a mediocre report. Any excellent reporter or editor would have pulled that story, but at the Tribune, mediocrity is wanted, mediocrity is solicited, mediocrity is honored.
Rubin’s silence in the face of our inquiries speaks for itself: we can only assume she cares little for her readers. But what of Greising? Why would he write a mediocre story?
There is a media critic about town named Steve Rhodes, who occasionally does pretty good work. (We can’t endorse Rhodes unequivocally because his previous tenure with Tribune seems to have infected him with mediocre-itis. His media watch site engages in plenty of tacit editorializing of its own, without declaring its biases). Anyway, Rhodes once had this to say about David W. Greising:
Greising used to be perhaps the city's best columnist and maybe even the country's best business columnist before Tribune management decided he wasn't serving readers well with the depth and breadth of his business knowledge nor his unusually incisive insight, wit, and truth-telling abilities.
Greising “used to be perhaps the city’s best.” Just as Dusty Baker used to be a winning manager, and Andy McPhail used to be an executive for champions, David Greising used to be one of the best. By all accounts Greising once did excellent work as the Atlanta bureau chief for Business Week, but like Greg Maddux, when he moved from Atlanta to Chicago and became a Tribune employee, he also moved from excellence to mediocrity. He practiced excellence here for a while, and the Tribune canned his column. The Tribune’s mediocrity machine minces journalists as well as ballplayers.
Rubin may have been mediocre to start with, we don’t know, because the cat’s got her tongue, but Greising seems to be an excellent journalist laboring under the thumb of mediocrity. We hope he knows this. We think he does.
Lipinski for Cubs ManagerMediocre Cubs General Manager Jim Hendry has announced the search for a new Cubs manager, but we think the ideal Tribune candidate is right down the hall in the Tribune Tower: Tribune editor Ann Marie Lipinski.
Lipinski seems entirely comfortable steering a ship firmly toward mediocrity. It seems to bother her not in the least that her legacy as a journalist is to preside over ethical compromise and the triumph of business over journalistic principle. And most importantly, she seems to have mastered the technique of remaining in power while producing and reproducing mediocrity: Like Rubin, she simply ignores the public. She’s the invisible editor. One never sees her, one never hears from her, when one writes to her, she does not respond. What better way to continue to promote mediocrity: You can’t answer for your work, so you simply don’t.
Now imagine if Dusty Baker simply did not hold press conferences. Imagine if he simply did not give interviews. Imagine if he simply did not show up in the dugout during games, lest he encounter those demanding, troublesome Chicagoans in the stands. Imagine if he, like Lipinski and Rubin, simply avoided public accountability by simply avoiding the public. Dusty could have remained the mediocre manager of the mediocre Cubs for mediocre ever.
Because mediocrity is wanted. Mediocrity is solicited. Mediocrity is honored.