to get the paper into the Promised Land. He aimed to replace the Times’ pledge to “give the news impartially, without fear or favor,” with the more amorphous promise to “enhance society by creating, collecting and distributing high-quality news, information and entertainment.” The new motto never got any traction in or out of the newsroom.
On a more practical level, Sulzberger put all managers, especially newsroom managers, on notice that they must reject what he called the “comfort factor” of hiring and promoting only white men. He set up committees to examine diversity in all its permutations at the Times, on both the editorial and the business side, scrutinizing everything from salaries to career paths. Training was key, he believed. In a strong endorsement of cultural relativism, Sulzberger declared, “We are all going to have to understand [differences]. Be aware of them, know what they mean, understand that we don’t all see the world or a moment in time in the same way.”
This fixation translated into a number of high-profile hiring, promotion and assignment decisions that reverberated across every news desk in the newsroom. To enhance minority hiring at lower levels, Max Frankel, functioning as Sulzberger’s de facto diversity officer, instituted what he would refer to as his “own little quota plan,” based on “one-for-one” hiring—one minority for one white male—“until the numbers get better,” as Frankel put it in 1991.
In short order, blacks and Latinos were appointed bureau chiefs, national reporters and foreign correspondents; the number of racial-minority desk editors increased as well. Eventually the Times would institute a minorities-only internship program. Sulzberger cleared the way for Gerald Boyd to be named the paper’s first Metro editor, and later for him to become one of the paper’s assistant managing editors, which made him the first black ever on the Times masthead and put him on track to be considered for the paper’s executive editorship.
Under Sulzberger’s leadership, the Times developed new beats to reflect multicultural change and boosted the importance of certain beats already in existence, allowing some to become vehicles for ethnic and racial advocacy. Sulzberger was adroit at telegraphing his diversity priority through his monthly “Publisher’s Award.” The recipients of the cash award were well balanced by race, ethnicity, gender and sexual orientation, while the subject matter of the stories was in keeping with the new multicultural orthodoxy.
Arthur Jr.’s vision of diversity encompassed a more expanded role for women. In some early speeches he made the highly symbolic gesture of using “she” as a general pronoun. He also made no secret of his close association with Anna Quindlen, the op-ed columnist who became an unofficial part of his brain trust and was, many thought, on track to become a top editor.
Sulzberger also encouraged more open attitudes toward gays, a sharp break from what were increasingly portrayed in newsroom culture as the bad old days of Abe Rosenthal, who felt it best for gays to stay in the closet. In a videotaped speech he sent to the 1992 National Lesbian and Gay Journalists Convention, Sulzberger affirmed newsroom identity politics when he said, “We can no longer offer our readers a white, straight male vision of events and say we are doing our job.” In that same speech, he declared he wanted the Times to extend company benefits to same-sex couples. Afterward, he let it be known that those who discriminated against gays would risk losing their jobs. Even before he became publisher, Sulzberger, in league with Max Frankel, also got his father to drop his opposition to the use of the term “gay” in news reports. Sulzberger Jr. met with openly gay staff members and assured them times had changed. He committed considerable company resources to underwrite panel discussions and job fairs sponsored by the National Lesbian and Gay Journalists Association, and made sure the Times sent sizable delegations to NLGJA conventions and other events.
Accelerated minority hiring and promotions rankled some of the old guard, who complained that some of the blacks, Latinos and women were being moved into senior leadership positions years before they were ready. Others bristled at a generally antagonistic atmosphere, which Peter Boyer, a former Timesman, described in a 1991 Esquire article as “moderate white men should die.” Boyer left the Times to become a staff writer at the New Yorker. Other accomplished midcareer Timesmen left too, taking with them vital experience, institutional memory and a special old-fashioned Times sensibility and culture. Rubbing salt into some of the old guard’s wounds, Frankel, backed by Sulzberger, virtually admitted that the commitment to diversity made double standards acceptable. At a forum at Columbia University, Frankel conceded that it would be difficult to fire a black woman, even if she were less good than another candidate.
The 1991 piece on the Times by Robert Sam Anson in Esquire described a newspaper increasingly dominated by ideology. N. R. Kleinfield, a veteran business and Metro reporter, told Anson that Frankel wanted “a subtle point of view” in stories—code for a more politicized take. Anonymously, one “senior Metro reporter” said “The Times is basically guided by the principles of political correctness. It is terrified to offend any of the victimized groups.” Anson described reporters complaining of being told they couldn’t work on certain stories because they were white, and others admitting that they tailored some articles to liberal political tastes. “Don’t make it too nice” is what one reporter told Anson he was instructed when assigned a profile about a conservative. Anson also cited veteran media insiders, like Richard Cohen of the Washington Post, who said the Times now was “not as trusted. . . . People are saying it’s got a line.”
Yet unlike his father, who was bothered by complaints of ideological bias and relayed that annoyance to his top editors, Sulzberger Jr. had little patience with what he regarded as quibblers and naysayers. As legitimate questions were raised about diversity as a force in news coverage, he would hear none of it. Instead, he displayed a righteous, even sanctimonious insistence that he was “setting a moral standard.”
Not surprisingly, the diversity dissidents in the newsroom—and there were quite a few—became skittish. As John Leo of U.S. News and World Report put it, the paper’s “hardening line on racial issues, built around affirmative action, group representation and government intervention,” was difficult for staffers to buck. “Reporters do not thrive by resisting the deeply held views of their publisher.... When opinionated publishers are heavily committed to any cause, the staff usually responds by avoiding coverage that casts that cause in a bad light.” Or as one veteran Timesman told me when I was writing Coloring the News, no one was going to tell Arthur “We’ve gone too far. We’re losing our credibility.” William Stockton, a former senior editor, described the chilling effect of Sulzberger’s agenda: “With Arthur Jr. saying all those things about diversity in public speeches, clearly it was not good for your career to ask tough questions,” he told me.
In his bid to boost readership among a less news-literate generation, Sulzberger Jr. increased the amount of attention given to soft news and lifestyle. “Junior’s paper,” as the Times was now being sarcastically called by some on the staff, also encouraged some reporters to write with more “voice,” which further loosened the definition of news. Soon, features in People magazine style were making their way to the front page, sometimes little different from tabloid gossip aside from quality of writing.
In 1991, the Times hired Adam Moss, a former editor at Esquire, as a consultant to help revamp its coverage of lifestyle and popular culture. The result was Styles of the Times, a bid to appeal to the ad-rich world of downtown chic. Styles of the Times was Arthur Jr.’s first visible move as publisher, and he seemed to sense that it was a high-profile gamble. “Younger readers had better like it,” he joked to some reporters in the Washington bureau, “because all the older ones will drop dead when they see it.” Moss ran edgy, “transgressive” stories on gay rodeos, dominatrix wear, cyberpunk novels and outré celebrities.
The rest of the media took notice. Time magazine wrote of “Tarting Up the Gray Lady of 43rd St.” and likened the Times’ hip affections
