Let's say you're a magazine and you're ready to break a story about how a certain Republican presidential contender -- maybe one who's said about terrorism and the Iraq war, “It is something I understand better than anyone else running for president” -- is actually a draft dodger.
After receiving several deferments as a student, Giuliani applied for an occupational deferment as a law clerk, but his application was rejected. Giuliani appealed their decision, and asked the federal judge he was clerking for to petition the draft board for him. Which the judge did. When his deferment expired in 1970, Giuliani became susceptible to the draft. He received a high number and was never called.
And let's say you were interested in fostering discussion about that -- and maybe a gold mine in links -- from the right-wing blogosphere. How would you frame the story?
You might ask, as article author Geoffrey Gray did:
How long will John McCain—a real-life war hero down seventeen points in the polls—stand for such bluster?
That'll turn heads at McCain HQ, right? But given McCain's collapse in support among the right, that wouldn't be enough, would it? Of course not. You'd have to throw this in:
“If Giuliani is the nominee, we’re going to hammer him with ads, and it’s going to be easy because the issue is simple: He’s a draft dodger,” says Jon Soltz, an Iraq vet who served as a captain and runs VoteVets.org, a left-leaning version of Swift Boat Veterans for Truth.
Excuse me?
VoteVets.org is a left-leaning version of Swift Boat Veterans for Truth?
Fuckyouverymuch, Geoffrey. That's a goddamned awful comparison.
Now, despite the fact that your article lays the groundwork for a blistering attack on Giuliani, with bullshit reporting like that, how could you possibly curry favor with the left netroots? Well, if you're New York magazine -- the publication in question -- you e-mail the Daily Kos editors and pitch the story with the following quote:
“If Giuliani is the nominee, we’re going to hammer him with ads, and it’s going to be easy because the issue is simple: He’s a draft dodger,” says Jon Soltz, an Iraq vet who served as a captain and runs VoteVets.org.
What's missing?
That's right:
a left-leaning version of Swift Boat Veterans for Truth.
That little hook was edited out of the version New York pitched us with. They included a link, of course. And the story's only three paragraphs long. But somehow, they thought we wouldn't notice the editing, or feel like they were trying to play us.
So here's your story, New York! Congratulations on really "getting" the netroots!
Update by kos: The New York PR hack who sent this by responded to an email from me about it:
I absolutely stand behind the writer’s item as printed, which you can tell by my inclusion of the link to it. I was simply trying to be economical with words in my email, in order to get you to take a closer look.
Apparently, email is now metered by the word...