What happens when the owner of one of the most important news organizations in the country decides that the journalists are the problem? That’s the question I keep asking myself in response to Jeff Bezos’s op-ed explaining his decision to have his newspaper, The Washington Post, stop making presidential endorsements just days before it was reportedly set to formally back Vice President Kamala Harris.
Bezos argued that the press needs to accept reality about its unpopularity, and implied that journalists are to blame for our sinking reputation. He didn’t even acknowledge the concerted, multiyear campaign—led most recently by Donald Trump, Elon Musk, and Peter Thiel—to convince Americans that the free press is, to borrow a phrase, the “enemy of the people.” Bezos writes, “We must be accurate, and we must be believed to be accurate. It’s a bitter pill to swallow, but we are failing on the second requirement. Most people believe the media is biased … It would be easy to blame others for our long and continuing fall in credibility (and, therefore, decline in impact), but a victim mentality will not help. Complaining is not a strategy. We must work harder to control what we can control to increase our credibility.”
Not once did Bezos even try to explain why it is that “most people believe the media is biased.”
The decision to get out of the presidential-endorsement game itself is not problematic to me. In fact, I’ve always felt sorry for any working journalist who has to cover a candidate’s campaign the day after its opinion page comes out against that candidate. As NBC’s political director, I had to deal with analogous situations over the years, when campaigns refused to grant interviews to or even interact with NBC journalists because they didn’t like an opinion that was aired on MSNBC’s more ideological or partisan programs. For reporters who are simply trying to do their job—covering a campaign, reporting what’s happening, and writing the most factually accurate account of the day that they can confirm by deadline—it’s not a comfortable position to be in.
For years, I pushed NBC to invest in a conservative talk-show lineup on CNBC. I wanted to be able to say: We have a red cable channel at night and a blue cable channel at night, but here at NBC, we are stuck covering politics as it is, not as we wish it was. Covering politics as it is continues to be my mantra. Those who want to push their own politics should leave reporting and become activists; there are plenty of places where they can do that.
The real problem with what Bezos did was not the decision he made, but its timing and execution—rolled out on the eve of an election with little explanation. And then, when he did publish an explanation, he somehow made things worse. There are many legitimate criticisms of contemporary journalism, but Bezos didn’t level any of them. Instead, he wrote that media outlets suffer from a “lack of credibility” because they “talk only to a certain elite.” He betrayed no awareness that he was parroting a right-wing talking point, revealing his ignorance of the 50-year campaign to delegitimize the mainstream press—which arguably began when conservative supporters of President Richard Nixon vowed revenge for the media’s exposure of the Watergate crimes.
What Bezos failed to acknowledge is that a legion of right-wing critics—most notably the longtime Fox News CEO, Roger Ailes—spent decades attacking media outlets, repeating the charge that they are irredeemably biased. For Ailes and others, it proved a lucrative approach—when you hear something over and over, you tend to believe it. Trump and his team have used the same strategy, building their appeal by attacking the press. Social-media algorithms have only made this repetitive, robotic attack on the press worse.
But instead of defending his reporters against such attacks, Bezos decided to blame the victim in his extremely defensive op-ed. He is right to note that “complaining is not a strategy.” But neither is surrender. Six years ago, I argued in The Atlantic that media outlets had made a mistake by failing to respond to their critics. Many journalists feared that fighting back against bad-faith attacks on our work would make us look partisan. So instead, we chose not to engage when partisan actors at Fox News or campaign operatives used the charge of media bias against working journalists. And I wrote that this needed to change.
I thought that if journalists defended their work, at a minimum, the owners of media institutions would have our back. Boy, was that naive. It turns out that Bezos himself has fallen victim to the campaign to convince the world that all media should be assumed to be biased politically unless proved otherwise. His op-ed must have felt like a gut punch to reporters at the Post. Only in its final lines did he say that the journalists he employs deserve to be believed.
To Bezos’s credit, he has at least put his name on an op-ed and attempted a defense of his actions. The leaders of the publicly traded companies that happen to own major news organizations have not had the guts to explain publicly—either to the employees they’ve laid off or the ones they’ve kept—why they’ve decided to either “Trump-proof” their companies or to shrink their commitment to the news-and-information business.
And if you haven’t been paying attention to the accelerating contraction of major news organizations, just wait until the first quarter of the coming year, when many publicly traded companies may decide that news divisions aren’t worth the headaches they cause their CEOs. These companies have plenty of cash to help sustain their news divisions while they find their footing in the new media landscape. The fact they are choosing not to do so says a lot.
Part of me understands the logic of much of corporate America. The idea that Trump could use the power of the government to punish companies for journalism he dislikes is not hypothetical. Amazon alleges that he did this once already—interfering with the award of a $10 billion defense contract—because the Post’s tough reporting made the president see Bezos as his “political enemy.” Executives have a fiduciary responsibility to protect their shareholders’ investment. If that means accepting the terms of coercion by Trump, apparently, so be it.
Bezos could have made the case that The Washington Post is not a partisan institution, but instead, he argued that journalists have to accept the perception of media bias as our reality. If that’s what we have to do, then perhaps Bezos should either sell the Post or put it in some sort of blind trust. Because he has created the perception—among both the public and his own employees—that his other business interests influenced his decision not to raise Trump’s ire with a Harris endorsement.
Bezos, who owns the space company Blue Origin, is in a rich-guy race with Elon Musk, who owns SpaceX, to become the leader in commercial space exploration. That Musk has become Trump’s chief surrogate, and a leading financier of his campaign, must surely have made folks at Blue Origin nervous. Perhaps that’s why Blue Origin executives secured a meeting with Trump before the election. The timing of their meeting—the same day the Post made its no-more-endorsements announcement—only adds to the perception problem facing Bezos. But in the same op-ed in which he told his journalists that they needed to accept perceptions as reality, he insisted that the perception of a quid pro quo was wrong, and that he hadn’t known about the meeting beforehand.
By Bezos’s own logic, how are the journalists at the Post supposed to be able to get out from under the perception that Bezos is hopelessly biased? What about readers? Do they now have to assume that the Post’s politics are Bezos’s politics?
I’m sorry that Bezos has not brought the same energy, focus, and innovation to the Post that he brought to Amazon. The man who built the “everything store” could have developed the Post into an “everything portal,” a model for information sharing. If he wanted to foster ideological diversity, he could have purchased multiple publications, each with its own editorial board. Instead, he apparently decided he wanted a trophy. And now that trophy has gotten in the way of another ambition—becoming a commercial space pioneer.
What chance do journalists have to regain public confidence if the person who owns one of the most important media institutions in the world doesn’t have the first clue about the long-standing campaign to delegitimize the very publication he owns?
Whatever the public perception, the reality is that most journalists, across the country, show up at work each day determined to be fair, honest, and direct. That’s what their readers expect of one another, and they should expect the same of the people who report the news they consume.
If only Jeff Bezos understood that.