Breaking News

Media endorsements no longer matter the way they did 10, 15, or 20 years ago

Many of our Amarillo, Texas readers and listeners have messaged me about the candidates endorsed by the Amarillo Globe News and as to who High Plains Pundit will be endorsing.

Here are a few thoughts on this subject.

First, we do not endorse candidates. Our official policy is to provide the voters the best information we can about each candidate. It should be the voters' responsibility to elect the candidates, not the media.

Once upon a time, endorsements from newspapers and magazines were all there were; if you got chosen, it could provide a big boost to your campaign.

Then along came radio, and while most radio stations did not endorse, they did give candidates a chance to make their own case and create their own positive impression on the voters. This continued when television came along, and today, even social media plays a role in demonstrating a candidate’s popularity.

My point is that these days, there is no one thing that determines whether a candidate will win. Getting endorsements is now a very small part of a much bigger picture.

Media endorsements alone no longer matter the way they did 10, 15, or 20 years ago, I would argue that the endorsement of candidates by creditable local organizations carry far more weight than media endorsements.

I have also found that the public as a whole does not trust media endorsements. However, the public will trust media organizations that bring them the actual facts and information about each candidate.

The role of media in elections should be to separate fact from fiction, not to tell you who to vote for.

No comments