By Mark Schlueb
Sentinel Staff Writer
8:59 AM EDT, June 27, 2009
Florida Republican leaders are trying to capture ground they've historically ceded to the Democratic Party — the black news media.
Friday, managers of black-owned newspapers and radio outlets told Florida GOP Chairman Jim Greer there's a simple way to get more attention for conservative issues and candidates: money.
"At the end of the day, it's about money. If you buy advertising, you're more likely to get coverage," said Johnny Hunter, president of the Florida Association of Black Owned Media and publisher of Sarasota's Tempo News.
Greer invited black-media news executives from across the state to a downtown Orlando hotel to hash out how the party can make inroads in the black community, which traditionally votes Democratic.
It was the most recent attempt by Greer to reach out to black opinion-makers since he took over as leader of the state party. Last year, the party created the African American Republican Leadership Council, a group led by state Rep. Jennifer Carroll of Fleming Island. A few months later, he and Carroll met with members of the black clergy.
At Friday's meeting, the conversation seemed designed to reach a "pay to play" arrangement. In opening remarks, Carroll, who helped lead the discussion, told members of the black media that they can benefit as much as the GOP from increased coverage.
"You're in business to make money, and you should look at avenues to increase your revenue if you can," she said.
Most mainstream news outlets maintain a strict separation between advertising and editorial content.
All of the media representatives seemed to push for more advertising and agreed that the Republican Party and its candidates would receive more coverage if they bought ads.
They did not all agree about whether advertising would lead to positive news stories or endorsements, though some hinted that failing to buy advertising could bring negative editorials.
For black-owned media, advertising is simply a tangible example of respect, which some managers said the Republican Party has not shown the black community. Several said they are never contacted by the GOP about issues and political races.
Kevin Collins of The Orlando Times said Republican candidates rarely bother responding when the paper's reporters try to contact them, even during election season.
"We're a news outlet, and Republican candidates won't return our calls," Collins said. "It gives us the mind-set that we're not important."
Greer promised that the party would stop ignoring black media. He said that mainstream newspapers such as the Orlando Sentinel, Tampa Tribune and Tallahassee Democrat cover the party's issues regardless of whether they advertise, but the party chairman nevertheless seemed willing to accept the quid-pro-quo arrangement.
"When I hear that when we advertise, the paper will be more likely to disseminate Republican issues, am I hearing right?" Greer asked. "I don't understand the legitimacy of disseminating information and having a tie-in to revenue — but I get it."
Florida Republicans have stumbled in attracting blacks in the past. Last year, Florida's 225-member delegation to the Republican National Convention included only six blacks. The party's apparent choice for governor, Florida Attorney General Bill McCollum, was the only member of the Cabinet to vote against restoring felons' rights, an issue of particular importance to the black community. And, as a columnist for the South Florida Times told Greer, the party has failed to ease immigration for Haitians who make it to Florida's shores.
Even so, Greer said the party's efforts to reach out to black voters is serious, though some GOP leaders told him it's a wasted effort.
"This is another step in how we're going to open a dialogue with the African-American community across the state," Greer said.
Mark Schlueb can be reached at 407-420-5417 or mschlueb@orlandosentinel.com.
Copyright © 2009, Orlando Sentinel
Comments