A Profitable Public Sphere: The Creation of the New York Times Op-Ed Page

Abstract

By M ichael /. Socolow On September 21, 1970, the New York Times began publishing its op-ed page. "We hope," the editors wrote, "that a contribution may be made toward stimulating new thought and provoking new discussion on public problems." 1 This new forum of opinion and commentary was soon imitated by other newspapers. The importance of the op-ed page is easily recognized, but historians have not fully investigated its origins. Nor has the creation of the op-ed essay as a specific genre of journalistic writing been adequately examined. This article analyzes the historical development of both the op-ed essay and the op-ed forum at the Times within the framework. of Jurgen Habermas' public sphere theory and the context of industry needs and trends. The Times designed the page to be both profitable and intellectually stimulating. Although these objectives could be in conflict, newsroom managers worked to make their project viable and vibrant. The Times' effort synthesized various antecedents and editorial visions. Journalistic innovation is usually complex, and typically involves multiple external factors. The Times op-ed page appeared in an era of democratizing cultural and political discourse and of economic distress for the company itself. The newspaper's executives developed a place for outside contributors with space reserved for sale at a premium rate for additional commentaries and other purposes. Participants in the process have discussed the personalities involved, yet histories of the New York Times as well as biographies and memoirs provide only cursory treatments of the page's origins. 2 In his study of organizational communication, however, Chris Argyris did M ichael J. Socolow is an assistant professor in the Department of Communication and Journalism at the University of M aine.

The Long-lasting Effects of Newspaper Op-Eds on Public Opinion

“…At its launch, opinion pieces were designed to provide an intellectual arena to provoke new ideas and discussion on public policies. 1 John B. Oakes, editor of the Times, had long argued that the central function of newspaper should be to "interpret [the] age to the general public" while avoiding the the inaccessibilities of elitism (quoted in Socolow (2010)). The Times intended to create a forum to host a variety of outside experts to articulate their arguments and engage in the "exchange and clash of ideas" for the benefit of the general public, their intended audience.…”

“…New York World editor Herbert Bayard Swope was the first to structure a section of commentary opposite the editorial page. Several newspapers followed suit such as the Washington Post who featured an "op-ed page" in the 1930s, and the Los Angeles Times in the 1950s (Socolow, 2010). 2 We take a broad view of "elites," among whom we include lawmakers, journalists, Hill staffers, economists, lawyers, and political and policy professionals of all stripes.…”

The Op-ed Sociologists: The Matthew Effect in Op-ed Publication Patterns

“…The prestige of the given author may be used as a crutch for determining the credibility or importance of ideas when a direct evaluation is not possible. Fourth, the publication of high-status authors may improve the prestige of the newspaper itself (Socolow 2010), as well as boost its ability to persuade audiences (Jackson 1987;Latane 1981;Sedikides and Jackson 1990;Black 2000).…”

“…In his historical analysis of the Times op-ed page, Socolow (2010) describes the views of John Oakes -an editor who championed the op-ed page since its beginningas being in step with the pluralist model. An enemy of elitism, Oaks advocated for increasing the diversity of voices on the op-ed page.…”

Opposite the Editorial Page: Introducing a New Feature in The Milbank Quarterly

“…It took another four years, and the backing of many other Times' luminaries, before the now familiar and influential page made its debut. But unlike the old World 's Page Op, the Times ’ op‐ed page has always featured both columnists who work for the paper and guest commentaries from those who have never stepped foot in the newsroom …”