| Topics: Civic Communication The Pottsville Republican
1994 Election Coverage The paper plans to change its approach to elections coverage for 1994 congressional and local legislative seats. Work will begin with one or two focus groups, convened cooperatively by editorial and marketing departments, to frame campaign issues, and will continue with phone surveys. At the same time, the voice information service may be stepped up to elicit comments on issues and strengthen reader involvement. Depending on the number of major issues identified, weekly in-depth issues packages - featuring candidate comments along with graphics that highlight juxtaposing views - will become the main focus of coverage efforts. A case study by Project on Public Life and the Press
New York University, Department of Journalism,10 Washington Pl.
New York, NY 10003, (212) 998-3793 © Project on Public Life and the Press,1994 The Project is funded by a grant from the John S. and James L. Knight Foundation. The Pottsville Republican (newspaper)
111 Mahantongo St.
Pottsville, PA 17901
(717) 622-3456 (phone)
(717) 628-6092 (fax) Ownership
J.H. Zerbey Newspapers Inc.
No. newsroom employees: 34 Circulation
30,000 (daily)
Circulation Area(population)
All of Schuylkill, parts of Bern, Northumberland and Dauphin Cos. (150,000) Initiative
1994 election coverage Dates
Planning began early 1994 Executive Editor
James Kevlin When and how did this initiative get started?
Change in coverage techniques arose out of summer 1993 research on ways the paper could generate forward momentum in Schuylkill County without engaging in puff or boosterism. Momentum increased as officials at the paper learned more about public journalism. What are the goals of the initiative?
To develop elections coverage driven by issues as identified by area citizens. What does the initiative entail?
A committee of seven reporters and copy editors convened in early 1994 to increase the news staff's familiarity with its readership by reviewing extant research, census information and focus group feedback. Coverage planning began in early 1994, anticipating primaries, but because no vigorous primaries emerged, work is on hold until mid-summer. Along with steps outlined in the above, breaking campaign coverage will be developed with a special eye on keeping "spinmeisters" from setting the agenda. Reporting on campaign contributions also is anticipated; reporters also will track incumbents' voting records, with the newspaper purchasing information from a data service if tracking takes too much time. How many people are working on it?
Only a couple are currently involved in election-planning efforts; coverage is expected to be split up among four reporters. Response to the Initiative In the newsroom:
Mystification among the reporters charged with learning more about the citizens of their communities - they don't quite understand why it will help them do a better job. Elements incorporated into regular newsroom routines and/or culture:
Already the newspaper has redoubled its focus on voice information services to solicit inputs and reactions from readers, to good effect. Case study written by Lisa Austin, Assistant Director of the Project on Public Life and the Press, March 1994. Lisa is also a member of the CPN Journalism editorial team. More Information Project on Public Life and the Press
New York University
Department of Journalism
10 Washington Pl.
New York, NY 10003
(212) 998-3793 Back to Communication Index | 
