Fight the Power! Part I: How Do You Fight a Goliath?

When attacked unfairly over and over---It becomes time to fight back!  How about starting out by depriving the attacker of about $100K yearly in revenue?  It's like Matt Damon's seminal question in Good Will Hunting..."Do you like Apples?.....How about them apples?!"

No, this post isn't about the Public Enemy song.  (It's more about this Kid Rock Song!, but not really)

It's actually about something far more important; it's about fighting against something that many locally perceive as a "Public Enemy."  Our only local daily print newspaper, the Pensacola News Journal.

Hypocritical, biased, and unprofessional.  Many have cancelled subscriptions, which is good, but that doesn't solve the problem.

The PNJ are hypocrites.  They allow an employee to remain---no they PROMOTE the employee----- who uses disgusting racial and misogynistic tropes---including the "N-Word"  in his cartoons.  Disgusting and unacceptable in 2021 that this goes on unabashed.  Others get cancelled, this guy gets a Gannett promotion and a syndicated cartoon!?!  See--it's all about the money for these folks.  More on that later in this post...

Is this sort of garbage acceptable in 2021?

The PNJ endorses the cartoonist's behavior and they simultaneously, incessantly bash others and report half-truths and incomplete information.  

Is this sort of garbage acceptable in 2021?

They selectively disallow certain folks and elected officials(like me lately) from submitting letters or viewpoints to clarify positions and correct the misreporting.  It's all about message control.

They do the bidding of powerful, local business intersts and allies and carry the water of these selected individuals by tailoring "news" pieces to the whims and desires of these folks--and then--insidiously--- they write editorials that are scathing and based on the very source articles that are inaccurate and present half-truths to demonize those opposed---particularly elected officials.  Kind of a nifty little trick they employ, right?  Nifty if you are not the victim of it.

But what's the PNJ's objective?  It appears that the objective is to marginalize the voices with whom they disagreee, and to "amplify" the topics of their selected patrons to a level that does not represent the community's level of interest.

A vote goes the way they don't want it?---they demonize those who made the vote until it is rescinded.

Want a change in the makeup of a board?--they jump on the bandwagon to oppose those they dislike--with unfair, inaccurate characterizations and hatchet job cartoons.

Can't control the vision and initiatives of a duly elected body?--amplify small numbers of voices that want governance models altered.  

Because now It's no longer about reporting the what, when, and where,-----the facts.  

No.  Now its more about shaping the message and social engineering.  

And more to the point---it's really, at the end of the day, all about three things:  Power, Control, and MONEY.

Gannett and PNJ purposely promote their cartoonist--the guy who uses the N-Word in his cartoons-- because he generates MONEY for their paper.  It's all about the money.  As if this isn't bad enough--they then do dozens and dozens of cartoons insinuating elected officials (with whom they disagree) are racists!  Talk about PROJECTION!  

We have African American employees in our organization---including an African American member of the Board.  We have a significant population of African Americans in our community.  It's disgusting, disappointing, and unacceptable that this form of racism is tolerated.  That's about to end.  I'm not going to tolerate it, I'm going on offense.

Andy Marlette of Gannett's PNJ says you can trust him:    ---he'd NEVER use the N-Word in a cartoon!  Who are you going to believe?  Him, or your own lyin' eyes?

So how do you deprive a GOLIATH in the community of what they love and covet above all else, MONEY--when they hold a MONOPOLY on the daily print media in a community? 

Easy:  Go after what they covet, money.

Escambia County spends as much as $100,000.00 yearly purchasing "Legal Ads" and notices, required by law, in the Pensacola News Journal.

As of the end of last month---we are cutting off this gravy-train income source the PNJ has enjoyed

for far too long.   That's right, we will be advertising with other local print papers that are available to run these ads.  I've confirmed that all departments have adopted this protocol.  Good--I only wish we had acted on this sooner. (One department in particular routinely budgets as much as $50K yearly for this purpose--all of which used to go to PNJ!)

Now--we won't unequivocally say we will NEVER use PNJ for legal ads again.   Obviously--if we are in a pinch and need to and the other publication(s) can't meet the deadline---we will use them out of convenience and necessity only.  But no more will they be the go-to.  They've lost that position forever. 

I'll discuss some other PNJ revenue reducing strategies that will be employed going forward in my follow-on posts.

But meanwhile--I have heard a couple of things anecdotally thus far about this: 

---It hasn't got back to the local PNJ yet that these ads have stopped.  Apparently, PNJ uses a service up north to handle the purchase/placement of these legal ads.  I'm told the customer service is horrendously unprofessional and RUDE. And the revenue loss news hasn't trickled back home to PNJ in Pensacola yet.   ($100K is probably not going to sink their ship---but I do believe it will be noticed)

---I understand the County has achieved significant cost savings from making this advertiser switch.

---some other large advertisers are sick and tired of being bashed unfairly in the PNJ and will be pulling their ad dollars as well.  Good for them--I hope they follow through and do it.