• Local News Conference Register

By JASMINE BALA
Staff reporter

A guessing contest in The San Francisco Examiner on Sept. 29, 1895 (Courtesy of Paul Moore).

Building audience engagement has long been a newsroom preoccupation, only today it involves Instagram and Facebook, while in the past publishers seduced readers with paper cut-out toys and thrilling accounts of reporters on around-the-world races against time.

New research on the history of Sunday newspapers by Paul Moore, an associate professor in Ryerson University’s sociology department, examines one of the greatest audience engagement gimmicks of all time: The New York World’s decision to send reporter Nellie Bly travelling around the globe. Bly was assigned to beat the fictional record described in the Jules Verne novel “Around the World in Eighty Days.” She completed the trip in 72 days.

“There was, of course, a guessing contest for readers to be more personally invested in The World’s regular reports of Bly’s travels,” Moore and Concordia University professor Sandra Gabriele write in their forthcoming book, The Sunday Paper.

They examine Bly’s exploits as part of their research on the history and role of weekend newspapers in mass consumer society between 1888 and 1922 in North America. The research, funded by the Social Sciences and Humanities Research Council of Canada, will be published by the University of Illinois Press as part of a larger series, The History of Communication.

The 1890s was a period of innovation and experimentation as publishers tried to attract audiences and teach people “how to read the newspaper when it was a new object – a mass-leisure object,” Moore said. What was happening back then, he explained, is similar to what’s going on today: News organizations faced with massive disruption due to digital technologies are experimenting with “new practices of reading and new practices of engaging with the [news] now that it has a new form.”

Guessing contests were a popular form of audience engagement in the 1890s. In the case of Bly’s travel assignment, readers were asked to guess how many days the trip would take. The winner received a free trip to Europe. Guessing contests, Moore added, almost always required the purchase of a newspaper to obtain a ballot, so the device was “clearly about selling papers. But it’s also about engaging people with the act of buying the paper and with the act of reading the paper closely.”

The guessing games usually involved contests more modest than circumnavigations of the globe. In 1895, for instance, both The San Francisco Examiner and the San Francisco Chronicle ran contests asking people to guess the size of their large Sunday editions and offering cash prizes to the winners, Moore and Gabriele wrote.

The publishers asked “how many words [were] in a 32-page Examiner or how many words [were] in a 28-page San Francisco Chronicle…which is just crazy to think of,” Moore said. “But people sent in guesses – educated guesses – and won those contests.”

Advertising, puzzles and photographs in the Sunday paper were other early strategies designed to make reading the paper and engaging with the news a habit. Supplements like paper cut-out toys were included for younger audiences; The Boston Sunday Globe, for example, gave away paper dolls with miniature stage sets.

A cut-out paper printing press with dolls from a 1896 copy of The Boston Sunday Globe.

 

While the supplements weren’t news, Moore said, “they are as important as the news itself or even more important than the news itself for that role that the historic newspaper had in creating [engagement in] mass society.”

Publishers also built engagement by offering readers behind-the-scene glimpses of how newspapers were produced. The Chicago Herald and The Philadelphia Inquirer did this by installing viewing galleries overlooking pressrooms to show off their new press machines at work, Moore and Gabriele wrote.

While the technologies have changed, the authors argue that variations on the same strategy are still used to engage audiences. These days, for instance, the Chicago Tribune offers opportunities for readers to meet Tribune journalists in person as well as two-hour tours of their printing plants for $25.

Other newsrooms are using virtual reality (VR) tools to provide audience experiences. “They’ll make a New York Times VR documentary about the production of the paper itself,” Moore noted.  And when The New York Times Magazine (NYT) published its first virtual reality piece, “The Displaced,” two years ago, it gave all print subscribers a Google Cardboard VR viewer with the weekend paper so they could watch it.

Still from the virtual reality documentary “The Displaced” by The New York Times Magazine.

More recently, the magazine created its own Minecraft world as part of a larger feature on the video game. Readers could log onto the NYT server and explore the magazine’s world if they had the game downloaded. A video that showcased the world was available for those who did not have Minecraft.

Historically, Moore said, the Sunday papers touched on all parts of daily life: leisure, business, democratic engagement and shopping. But in the 21st century, he observed, the newspaper for the most part no longer carries the department store ads, movie listings and the classifieds that are all easily accessible online.

“The paper has been left with only the news and not the other sections in the same website,” Moore said. “So, you know, the internet itself, unfortunately for newspapers, is the new Sunday paper in the 21st century…The internet itself is that form that contains all the supplements to the news and that doesn’t hold out hope for traditional news organizations maintaining their commercial dominance.”

Audience Engagement Then

  • Contests: Prizes were offered to individuals who won guessing contests on everything from elections outcome and census population counts to the newspaper’s own production statistics.
  • Paper cut-out toys: As Sunday papers turned to colour print papers they introduced paper cut-out toys such as paper dolls and miniature stage sets. The Boston Sunday Globe also gave away miniature toy versions of their colour printing machine.
  • Tours: In the 1890s, news organizations including The New Yorks World, The Chicago Herald, The Boston Globe and The Philadelphia Inquirer offered tours and installed viewing galleries above their pressrooms.
  • Hot air balloon trips: In 1887, The World’s Sunday edition sent a reporter out in a hot air balloon to go from St. Louis to just outside of New York. The trip, inspired by another of Jules Verne’s novels, was designed to show readers that the newspaper could bring fiction to life.
  • Comic mascots: Some of the earliest recurring cartoon characters were newspaper mascots.  The Boston Sunday Globe’s “Globe man,” for example, had a torso the shape of a globe and a waistband reading: “The Largest Circulation in New England.”

Audience Engagement Now

  • Virtual reality documentaries: The New York Times has a virtual reality app to showcase its VR films while other major news outlets, like The Globe and Mail, are experimenting with the new immersive technology.
  • Social media apps: Most, if not all, major news outlets can be found on Instagram and Facebook, where they engage with their readers through comments. The New York Times has combined an app with celebrity by collaborating with Nigella Lawson to create a food-themed Pinterest board for Valentine’s day.
  • Tours and meetups: The Chicago Tribune and other news outlets offer tours of their pressrooms and face-to-face meetups with their journalists to give readers a look into what goes on behind-the-scenes.
  • Collaboration between writing and radio: The New York Times has worked with public radio WBUR to create a podcast of its weekly “Modern Love” column, and with WBEZ Chicago’s This American Life to tell a patient’s story about being shot in the chest by hospital guards.

By JASMINE BALA
Staff Reporter

Duncan McCue, the Ryerson School of Journalism’s Rogers Visiting Journalist, discusses politics and Indigenous communities at Ryerson University on Feb. 13, 2017. (Jasmine Bala)

Indigenous people want their leaders held accountable, but journalists should be cautious about perpetuating negative stereotypes, Ryerson School of Journalism Rogers Visiting Journalist Duncan McCue said during a lecture on Indigenous politics.

By way of example, McCue said stories such as those of the “crooked” and “corrupt” chiefs that make massive salaries and go on vacations should be reported by journalists. But they need to be put into perspective – a vast majority of chiefs do not make that much and have average salaries, he said. Some of them make less than municipal councillors even though they have the same or more responsibilities, including municipal infrastructure and treaties, he explained.

“Not all First Nations in this country are operating in these corrupt manners,” said McCue, who is a member of the Chippewas of Georgina Island First Nation in southern Ontario. “There are some though…and they absolutely should be reported from my perspective because First Nations citizens want to see them reported,” McCue told the crowd of mostly journalism students attending the discussion organized by the Ryerson Journalism Research Centre.

“First Nations citizens aren’t happy when they find out that their chief has been collecting a $400,000 or $500,000 salary every year. They want to know that kind of thing and…the way that the Indian Act has been set up, they don’t always know. Band councils are not always sharing and transparent [with] the kinds of documents that First Nations band members want,” he said.

Between elections, he said, the chief and council are politically accountable to the minister of Indigenous and northern affairs: “If your chief isn’t showing up, you know, books off and doesn’t show up for six months, there’s nothing that an individual band member can do other than file an appeal that goes to the Minister of [Indigenous and northern] affairs,” McCue said. “And it’s the minister…who has to decide whether or not this person is irresponsible under the Indian Act with regards to their governance.”

McCue is Anishinaabe and an adjunct professor at the University of British Columbia. The host of CBC Radio One’s Cross Country Checkup, he has been a reporter for CBC’s The National and was part of an award-winning CBC Aboriginal investigation into missing and murdered Indigenous women.

At the start of his presentation, McCue said he was deliberately using “archaic” terms, like “Indian” and “band council” when analyzing and explaining Indigenous history and talking about politics because the terms are from the Indian Act, which “is the system that still governs the majority of First Nations in this country.” When reporting on Indigenous communities, he added, journalists should ask the people they interview which terms they prefer and use those in their stories.

He said effective reporting on Indigenous politics also requires an understanding of who wields power at the community level. Many of the 600 First Nations groups in Canada have hereditary chiefs who wield influence, McCue said, but the Indian Act also requires that band members vote by secret ballot for chief and council members. The more members you have in a band, he added, the more councillors you have.

Other communities, he added,  have negotiated treaties with the federal government and therefore operate with their own election codes outside of the Indian Act.

“Every journalist should be aware when so-and-so says he’s a chief, what does that mean? Does that mean you’re an elected chief under the Indian act? Does it mean you’re a hereditary chief? If you’re a hereditary chief, how did you become appointed? How did you get your name? Who has given you the authority to speak for a particular clan?” McCue said. “It’s important to understand that the elected Indian Act chief may not speak for all of the community members, that there may be traditional leaders who also represent a portion of the community – in some cases, a majority of the community.”

Bands typically have an election every four years, he said, and many newsrooms have not shown an interest in covering these events. Although most First Nations may have an “open-door policy” when it comes to giving journalists access to Indigenous affairs such as band council meetings, there are no clear rules governing media access under the Indian Act, McCue said.

This same conclusion was reached by Discourse Media recently, which recently published a five-part investigation that examined press freedom issues and access to information in First Nations communities, including the legislatures of self-governing First Nations established by modern-day treaties.

“It really is a gray area that’s been untested legally about whether freedom of the press actually exists on Indian reserves,” McCue said. Whether you can cover an election, he said, depends on the chief and council.

“There are laws in the Indian Act about trespassing on an Indian reserves, and anybody who is not a band member can be asked to leave,” he said, noting that refusing to leave can result in trespassing charges.

“It’s not like walking around the City of Toronto, where you have a right to be in any public area and cover anything that you can see with your eye.”

Being sent away, he said, may the result of the difficult relationship journalists have had with First Nations in the past.  But it can also arise in other situations: McCue, for instance, said he was asked to leave a reserve while he was writing a story about an allegedly corrupt chief and council.

“I went to do the story, asked the chief and council for an interview several times, got no answer whatsoever,” he said. “Finally told them that I was in their community to do the story and that this was kind of their final opportunity to offer up their side of the story. And I got a letter from a lawyer – from the band’s lawyer – saying no comment and you’re not allowed to step foot on the reserve.”

Understanding the rules regarding access, however, helped McCue find a workaround: If journalists are invited onto a reserve by a band member, he said, they are allowed to be there with the member.

More generally, McCue said journalists have a role in helping Canadians understand the historical context that has not been provided through schooling. Treaties with Indigenous groups, he said, are not dusty historical records but real agreements that are still relevant today: “Canadians…need to understand that the treaties are not ancient documents…that they’re living, breathing documents and that we’re all treaty peoples.”

While it can be challenging to incorporate basic history lessons into daily reporting, it can be done, McCue said, adding that creating an accompanying item can provide the context:  “Can you put up an infographic that explains some of this complicated history in a more visually appealing or even entertaining way that someone will be able to digest so that they don’t feel like they’re going to a lecture?”

He pointed to key documents that are essential to understanding Indigenous politics and the political relationship between First Nations and Canada. The Royal Proclamation of 1763 established a relationship between the Crown and Indigenous people that was maintained in the British North America Act of 1867, which established that the federal government has responsibility for “Indians and lands reserved for Indians.” He said that explains why “you’ll often see First Nations saying that they’re going to take their concerns or their complaints about their treaties to the Queen…You’ll see them setting off to England.”

McCue also urged journalists to build relationships with Indigenous communities by covering the good news as well as the bad news.

“One of the reasons that we have bad relationships when we go to cover politics…is because we only show up when there’s crisis and tragedy,” McCue said. “[We] don’t form those relationships and cover the good news stories – the judo club or the hockey team that does well…. Those kinds of stories are important. It’s important to share the whole broad range of experience in Indigenous communities, not just the crisis and tragedy.”

Watch the full lecture below:

By STEPH WECHSLER
Special to the RJRC

Robert Washburn, professor of journalism at Loyalist College, and Gretchen King, PhD candidate and community media advocate, discuss their research at the Journalism in Crisis book launch panel at the Ryerson School of Journalism Feb. 9. (Steph Wechsler)

The ongoing discussion about the state of Canadian news media tends to overlook what’s happening in smaller communities, local news advocate Robert Washburn said during a recent presentation at the Ryerson School of Journalism.

Community-based newsrooms, including local television and community-run radio stations, are deeply rooted in smaller cities, towns and rural areas and reflect those places in their news coverage, said Washburn, a professor of journalism at Loyalist College in Belleville, Ont.

But much of the discussion about how to boost Canadian journalism isn’t necessarily helping support these hyperlocal outlets: “The lack of resources for these newsrooms is an abomination. The expectations are ridiculous. There’s a lack of staff, there’s poor wages, there’s unpaid overtime. Little or no training and the use of personal equipment. It goes on and on,” says Washburn. who runs Consider This, a hyperlocal news site that focuses on Northumberland County.

“I would encourage the discussion going forward to include neighborhoods, hamlets, villages, towns and small cities.”

Washburn was part of a Feb. 9 panel marking the book launch of Journalism in Crisis: Bridging Theory and Practice for Democratic Media Strategies in Canada. The book, published by University of Toronto Press, is an anthology of writing by academics, activists and other stakeholders. Edited by Errol Salamon, Christine Crowther, Mike Gasher, Colette Brin and Simon Thibault, the collection presents recommendations on public policies to bolster journalism that supports democracy. Washburn’s chapter, “Journalism on the ground in rural Ontario,” argues for promoting innovation in the community news sector, and calls for funding to be made available for journalists to develop hyperlocal sites.

Washburn characterizes hyperlocal journalism as news that serves populations of fewer than 150,000 people. The term is used more in this context in the United States and United Kingdom, but Washburn said it would be helpful in Canada and make “an important distinction in our discussions.”

On-the-ground reporting in smaller communities is essential, he said, because major news organizations don’t typically have many resources available to cover places beyond their own city limits.

“When anything happens outside of an urban area –– in a small community –– (their) only interest is if there’s a cute event like a church bazaar or the pickle festival, or when there’s a tragedy or a crisis. Reporters are often parachuted in, with little understanding of the local context. Then they disappear without going any deeper or following up,” he said.

“It’s sort of a hit and run approach.”

Gretchen King, one of the book’s co-editors and another of the panelists, said community-based newsrooms are not only ignored but put at a disadvantage by Canadian policies, including those of the federal broadcast regulator, the Canadian Radio-Television and Telecommunications Commission. This fall, for instance, new CRTC rules will require increased spending on local television news shows, but the money will come from funding currently allocated to community TV stations that carry local sports, community-service programs and talk shows.

King, a post-doctoral fellow at the University of Ottawa and community media advocate, works with Groundwire, a local, independent community radio program available online or on community and campus radio stations across the county. All production is volunteer-driven and collaborative, notes King in her chapter, “Groundwire: Growing Community News Journalism in Canada.”

“Groundwire not only does journalism but it defines its own journalism. We push aside the notion of objectivity and we define accuracy for the communities that we report on. So we also define that our news practices include context. Our headlines will include as much context as we can in 90 seconds. Our features do as well,” says King.

“Context is often what’s left on the cutting room floors of most newsrooms.”

Recent Groundwire programming includes:

  • the “Homeless Marathon Edition,” where Groundwire explores housing-first strategies for the homeless in Medicine Hat, Alberta and how Prince George, B. C. is trying to follow suit.
  • the “Canoe of Reconciliation,” which includes a story about the Algonquin people of Barriere Lake’s concerns about environmental destruction from mining on their territory.
  • “Violence Against Asian Communities,” featuring discussions of sexual violence at the University of British Columbia.
  • an August episode that focused on Prisoners Justice Day.

King says volunteer-run outlets like Groundwire also find it difficult to survive because audiences often don’t recognize their work as actual journalism. The assumption, she said, is that real journalism is only done by professionals. To give projects like this the opportunity to both thrive and be recognized as an essential part of the media ecosystem in Canada, she argued, people need to acknowledge that volunteer-driven urban and rural media have very different concerns and will not benefit from blanket solutions to the challenges faced by news media in general.

“It’s not just a crisis of economics, it’s a crisis of politics…If (Canadians) want a democratic, vibrant, independent, autonomous, sustainable news system that’s going to serve them the kind of news that will help them make informed political decisions, then they have to have the political will to have the policies, the politics, and the economics in place to support that news system,” King said. “We don’t have that now and we need to get organized so we can have that in the future. Where is the advocacy centre for journalism? It sounds like we need to get organized.”

By JASMINE BALA
Staff reporter

Ryerson professors Shauna Rempel, Jessica Thom and Anne McNeilly discussing what young people want from their news media at a panel that took place on Jan. 27, 2017. (Jasmine Bala)

While newsrooms benefit from online analytics that help journalists understand what audiences want and how to package stories, this data can’t be the only determinants of the news that gets served up, says the national managing editor for social media at Global News.

Shauna Rempel, who is also an instructor at Ryerson’s School of Journalism, said she uses services such as NewsWhip Spike to see which Global News stories are trending on social media and CrowdTangle to determine engagement with these posts across all platforms.

“I’m using half a dozen every day and it’s helping determine not just what we’re posting, what we’re writing, talking about and covering, but also how we’re doing it,” she told a crowd of mostly Ryerson journalism students attending a panel discussion about what young people want from their news media.

Rempel noted, however, that if her newsroom only focused on stories that resonated on social media “it would be a very lopsided thing.”

“We would have a lot of animal videos and things like that, and we need to balance that out with political news and other news that people need to be aware of. But we need to also look at how we’re presenting it on social media and elsewhere in a way that will still get to the audience and will connect with the audience.”

To do this, Rempel said she takes topics that are complicated and makes them more accessible by adding graphics and animations to help her audience develop a clearer understanding of the story: “It’s not dumbed down, but it’s cutting through to how it matters to you as the audience member.”

While Rempel said her newsroom recognizes the need to include actual news in what it offers its audience, new research conducted by Anne McNeilly, an associate professor at Ryerson, and Aneurin Bosley, assistant professor at Carleton University, suggests many up-and-coming journalists have different priorities. They are interested in reporting on cultural, travel, lifestyle and entertainment stories.

“The sort of pillars of what we think of as news–politics, business, the economy–are way here at the bottom” in terms of what students want to cover, McNeilly said during the panel. “There’s not a lot of interest at this stage in reporting on politics and on the economy or business. This really surprises me because politics is an absolutely fascinating area and all you have to do is look at the news and see how Trump has taken over to see…how important an area it is.”

McNeilly and Bosley conducted a survey of about 600 journalism students from Carleton University and Ryerson University last year. The responses are part of a bigger international study being conducted by scholars in Chile and Australia that examines the similarities and differences in journalism education around the world. Journalism schools from more than 30 countries are participating in the study including the United States, Brazil, Spain and Indonesia. Comparative data from these other jurisdictions is not yet available.

The journalist’s role in deciding which stories are newsworthy and which have more prominence, McNeilly said, has changed with the shift to online journalism.

“As the digital transformation got underway, it changed from the journalist telling people what was news and how important it was to more of what’s called a conversation,” she said. “So, there is much more participation by readers and audiences. The gatekeeper function that journalists used to have is no longer nearly as dramatic as it used to be. [Now], the audience indicates what they’re interested in and what they want” from news outlets.

Readers and viewers, McNeilly added, are also “increasingly fragmented depending on what their interests are” and they read stories from news outlets that pertain to these interests.

Jessica Thom, who teaches in Ryerson’s School of Image Arts, found something similar in her research. The young people in her study, she said, largely only felt compelled to read the news if they were interested in the story

“Interest was a couple of different things,” Thom said. “Did they find the information interesting? Was it something that was about a hobby or a topic that they were kind of following? Or was this something that they thought was really important or relevant to someone in their life? … They also identified interest in stories that are important to the world in general.”

Thom conducted her research as part of her doctoral dissertation investigating how young people choose which news to consume and which news to believe. Her study involved focus groups, interviews and online diary-keeping. Participants were between the ages of 18-29.

Erica Lenti, the editor of This Magazine and a Ryerson graduate, said she has made moving her magazine online a priority in order to reach younger audiences and get feedback on what stories they connect with.

“We have a way bigger audience now because we used to just look at our subscribers and now we have people who aren’t subscribers who are engaging with our content. That’s been really eye-opening in terms of what they’re really enjoying and what they’re maybe not enjoying as much.”

Her readers, Lenti said in a follow-up email, enjoy analysis-driven narrative journalism in both print and online: “We’re moving past the age of the blog, and so we’re focusing less on quantity of content going up online and more on quality,” she wrote. “So, instead of assigning multiple blog posts, for instance, I’ll assign one longer online feature.”

This Magazine’s readers, she added, also value timely analysis on current events. One of their most successful online stories, for example, was an opinion piece calling on the University of Toronto not to let Jordan Peterson, a professor who refuses to use gender neutral pronouns, participate in a campus debate on legislation surrounding gender identity.

By MICHAEL OTT
Special to the RJRC

Daniel Dale, Washington Bureau Chief for the Toronto Star, discusses verification and trust in the media at the George Vari Engineering and Computing Building’s Sears Atrium at Ryerson University, February 15th, 2017. (Michael Ott)

The loss of trust between the media and audiences that has characterised the Donald Trump era in the United States also played out when Rob Ford was mayor of Toronto, says the Toronto Star’s Washington correspondent Daniel Dale.

Just as many Trump supporters dismiss stories about the former real estate magnate’s lies, sexism and other potentially career-destroying behaviours, many Torontonians refused to believe the worst about their former mayor, said Dale, who covered the Ford years

Dale spoke at Ryerson University earlier in February about similarities he found in covering both former Toronto mayor Rob Ford and current US President Donald Trump for the Toronto Star and what Canadian journalists can learn from how the U.S. media covered their 2016 election.

“Here we are, the Toronto Star, biggest newspaper in the city. We reported on the mayor smoking crack,” he said during a Feb. 15 presentation organized by the Ryerson Journalism Research Centre. The newspaper had a long-standing relationship with its audience before the journalists involved saw a video of the mayor smoking crack, reported on its contents and made it clear to readers how they came to view it..

Many readers, however, were skeptical: “There was a lot of doubt that what we were saying was true,” Dale told the crowd of mostly journalism students. “There was a poll done—50 per cent of Toronto residents did not believe they were telling the truth about the crack video.

Dale has since gained acclaim in the tough American media market for his coverage of Trump’s path to the White House. “Trump Checks,” his daily fact checking series, earned him a place on Politico’s list of “Breakout Media Stars of 2016” with the moniker “the lie-tracker.” Dale was also invited to discuss his Trump fact-checking coverage on CNN. Documentary filmmaker Michael Moore even tweeted his support for the Canadian journalist.

But Dale’s reporting on Trump has drawn the ire of those who refuse to believe news that reflects badly on the man who is now president of the United States.

“My email inbox is a dark place,” Dale told the audience of mainly journalism students before reading this email: “’I’m going to cancel my subscription to the Star after 20 years. Don’t believe everything you read about Trump online!’”

Dale also read a tweet from another reader: “’President Trump is going to make America great again, you may want to check out infowars.com,’” referencing a conspiracy theory-filled site that openly advocates for Trump while posting false or unsupported claims.

“We in the media have problems,” said Dale. “We have a real issue with trust.”

A recent Edelman poll suggests that trust in Canadian media is on the decline. Between 2012 and 2017, the number of survey respondents who indicated they trusted “traditional media” as a source for general news and information decreased by 13 percentage points, to 58 per cent from 71 per cent. Furthermore, respondents were 3.5 times more likely to “ignore information that supports a position they do not believe in.” This echo-chamber effect can have implications for election outcomes because it means voters are inclined to only read and trust media that reinforces their pre-judgments and beliefs.

Dale said the media coverage of Trump holds some lessons for Canadian journalists. Reporting on the U.S. election campaign, he said, suffered from:

  • A sacrifice of the truth in favour of ratings.

The lack of fact-checking by many news organizations meant the pursuit of truth was sacrificed on the alter of what was trending, Dale argued.

  • Problems associated with covering candidates who know how to generate headlines.

“There is a problem with allowing one candidate to crowd out everyone else,” Dale noted.

“CNN essentially became Trump News,” he said. In addition to covering every tweet and everything Trump said in the run-up to the election, the network “handed over entire hours to broadcast his rallies unfiltered.”

Dale went on to warn that something similar has happened with coverage of Kellie Leitch, who is currently running for leadership of Canada’s Conservative Party. She has, he said, made a “deliberate but skillful attempt” to crowd out her rivals and seize attention through the media.

Journalists must guard against letting one candidate dominate the coverage and instead provide equal coverage to all the leading contenders, Dale suggested.

  • Fact-checking structures that focus on the average candidate.

Until Trump arrived on the political scene, fact checking by reporters involved “candidates who may tell a couple lies a week, maybe exaggerate one thing a day,” Dale said.

“These structures are not set up to deal with an avalanche of deceit,” he observed, yet reporters would fact check Trump and then report and write on him like he was an average candidate who indulged in a few minor mistruths.

In his Trump Checks series, Dale would post daily and tweet about Trump’s falsehoods. The number of lies would stretch into 10, 20, sometimes even 30 per day. Dale recently published an article showcasing the fact that Trump has told more than 80 blatant lies since taking office only one month ago.

He noted, however, that there have been improvements in the way fact checking is done. It now often happens in real time, with journalists tweeting instantly whenever Trump lies. Many broadcast news networks like CNN also began publishing live fact checking results at the bottom of the screen while candidates were speaking.

  • Inaccurate reporting on what polls really mean.

Dale said that many media outlets suffered from a forecasting problem that led them to believe Hillary Clinton was destined to become the next president. At the root of it was ignorance – or a willingness to ignore – how polls really work.

“Hillary was three to five points ahead,” Dale said, but the media “was not making clear to people that she was within a pretty standard polling error.”

He said there was also insufficient coverage of the fact that national polls did not demonstrate how Clinton would perform in the key battleground states that she eventually lost to Trump. Journalists can avoid this, he said, by becoming more knowledgeable about how polls really work and avoiding over-reliance on them to tell the story.

Dale also offered advice to young journalists covering a political beat. Best practices, he said, require reporters to:

  1. Call out politicians when they lie. If fact checking suffers, then journalists aren’t doing their job of holding people in power accountable and they can get away with misleading the public.
  1. Pay attention to the other side, and not just the fringe extremist publications such as Breitbart and infowars.com. It’s important to learn about more moderate, rational viewpoints that differ from your own because it is impossible to report accurately on what is going on if you exist in an echo chamber.
  1. Recognize that documentation and evidence are paramount. People need solid proof before they will believe what a journalist is reporting. The Star, Dale said, learned this from the Ford crack video story. Journalists have to provide photos and video footage to back up their stories: “People want proof. They didn’t believe us when we said we saw the video ourselves.”
  1. Be as publicly human as possible by making clear how you go about your job and why you do what you do. Part of trust-building, he said, involves demonstrating that journalists are human and relatable people who are doing the best job they can.
  1. Avoid prognostication. Dale said it’s easy to slip from analysis into opinion, and that further entrenches distrust of the media among people who want verified facts and transparency about how the reporting was done and how the information was obtained.
  1. Become versed in policy issues. Deep knowledge will help reporters produce analysis and investigations that are essential to a well-functioning democracy.

Dale said that despite the shortcomings in the Trump coverage, a lot of important and great reporting was done over the past year.

He cited the impressive number of stories journalists uncovered about Trump by the end of the election campaign, pointing to everything from the leaked video where the candidate bragged about sexual assault, to the scandals surrounding alleged ties to Russia.

“This election was a triumph for investigative reporting,” Dale said, noting that there is “such a demand from people for investigative reporting, for smart commentary, for policy analysis.

“This is a wonderful time for journalists to do journalism.”

Watch Daniel Dale’s full lecture below: