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Into the Issues: Does your newspaper have a slogan?

By Al Cross

Director, Institute for Rural Journalism and Community Issues

                  Does your newspaper have a motto? Or a slogan? Do you know the difference?

Mottoes, slogans and marketing pitches were common in the days when most big newspapers had competition, as they tried to give themselves a distinguishing character. As the big newspaper markets became monopolized, there was less need for them, but now, when every information source competes for audience with every other source, even in small towns, slogans and mottoes are worth reviving, and some papers are doing it.

The Washington Post’s nameplate got an underline on Feb.: the slogan “Democracy Dies in Darkness.” That’s the most prominent example of newspapers adding a promotional explanation of what they do or what they stand for. Two papers from Warren Buffett’s BH Media Group have similar slogans: The Bristol Herald Courier says it offers “Truth. Accuracy. Fairness” and the Omaha World-Herald says it is “Real. Fair. Accurate.”

Such slogans or mottoes are needed at a time when the very idea of independent, professional journalism is under attack from the highest levels of government and partisan media. Print circulation is down, but newspapers still have broad audiences and provide most of the accountability journalism that the writers of the First Amendment had in mind. Slogans and mottoes can not only remind the public of newspapers’ importance, but remind newspaper staff of ideals and principles they should follow.

Executive Editor Marty Baron’s “first principle” for the Post staff is “Tell the truth as nearly as it may be ascertained.” He said the paper started working on a slogan before the last election, “trying to come up with some words that would capture the essence of our mission in a way that you might even put it on a T-shirt. We had a lot of ideas and it was all over the place.” The choice was made by new owner Jeff Bezos; Baron told me he thought the line was “a little dark.” Yes, but it displays nicely in the reverse type the Post uses on its mobile site. The line had been used by Bob Woodward, the Post associate editor who as a reporter with Carl Bernstein broke open the Watergate scandal.

What’s the difference? The Post’s slogan brought to mind other newspaper mottoes or slogans, many at rural or community newspapers, and I wrote about it on The Rural Blog recently. The blog post is at It linked to an explanation of the difference between a motto and a slogan; here’s a capsule version:

A motto contains a belief or an ideal that can serve as a guiding principle and the identity of a newspaper. The Amarillo Globe-News still uses a saying coined by publisher Gene Howe, who died in 1952: “A newspaper may be forgiven for lack of wisdom, but never for lack of courage.”

Slogans can serve the same purpose, but tend to be simpler and catchier, and used more as marketing tools. The best are those that serve not only as a slogan for the public, but a motto, perhaps implicit, for the staff. One of my favorites is used by The Blackshear Times, a Georgia weekly: “Liked by many, cussed by some, read by them all.”

Some slogans or mottoes are implicit, as in the simple warning of hard-nosed editorial policy at the Aspen (Colo.) Daily News: “If you don’t want it printed, don’t let it happen.”

Whether you call it a motto or a slogan matters less than having a line that accurately describes your newspaper. The most common slogans for rural papers are like the one used by the Mason Valley News in Nevada: “The only newspaper in the world that gives a damn about Yerington.” It’s a natural; most newspapers’ reason for existence is to publish news of their locality, and in most cases they own that franchise. The Greene County Democrat in Alabama, which competes with the Greene County Independent, puts it more subtly: “Serving Greene County Like No Other Newspaper.”

Some mottoes are blunt and simple, like that of The Star in Johannesburg, South Africa: “Tell it like it is.” Another conveys the same principle, but in more friendly, flowery fashion. It was written by British poet and politician Lord Byron (1788-1824): “Without or with offense to friends or foes, we sketch your world exactly as it goes.” Andrew Jackson Norfleet adopted it when he founded The Times Journal in Russell Springs, Ky., in 1949. The weekly still posts it on its editorial page.

Another idea: Speaking of editorial pages, that’s where newspapers can best explain who they are, even if they don’t have regular editorials.

If I were a newspaper editor again, my paper’s home page would have a button called “How We Work,” taking readers to a policy statement on the editorial page, explaining our editorial philosophy, policies such as correcting errors and separating news from opinion, a call for readers to let us know when we fall short, and a link to The Elements of Journalism by Bill Kovach and Tom Rosenstiel, with a few examples, such as:

Our first obligation is to the truth, not in an absolute, philosophical or scientific sense, but “the truths by which we can operate on a day-to-day basis;” and the essence of journalism is a discipline of verification, using an objective method. The authors explain: “Being impartial or neutral is not a core principle of journalism. Because the journalist must make decisions, he or she is not and cannot be objective. But journalistic methods are objective.” I doubt most readers understand those important distinctions, so we need to explain them at every opportunity. They need to know we’re on their side, and how we work.


Al Cross edited and managed weekly newspapers before spending 26 years at The (Louisville) Courier-Journal and serving as president of the Society of Professional Journalists. Since 2004 he has been director of the Institute for Rural Journalism and Community Issues, based at the University of Kentucky. See

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