Are You Among Par's Chosen People?

Former City Pages editor, Steve Perry, has been busy tunneling through some juicy news troves as he prepares to launch his much anticipated website, The Daily Mole, (Think: A young, hip, bra-less version of MinnPost). In the process, he came across an interesting piece of Star Tribune in-house stategery, (as W* would say) that we felt needed to emerge from behind the Mole’s beta fire-wall to be shared with all of you.

I quote:

"Ridder’s Star Tribune legacy: The newspaper of the very best zip codes."

By Steve Perry
October 2, 2007

Par Ridder may have fallen, but his vision of the Star Tribune’s future marches on. The map shown here (click on the image for a large view) is an internally distributed Strib planning document that identifies the "key zip codes" in the paper’s primary distribution area. Think of it as a visual rendering of the paper’s latest push to shore up its collapsing profits and reshape its news coverage in the most demographically attractive corners of the metro: the affluent, mostly conservative outer-ring suburbs. And if you live in Minneapolis or St. Paul (or any first-tier suburb save Edina), think of yourself as the hole in the donut.

The red sectors on the map also help to make sense of Avista point man Chris Harte’s push for a more conservative editorial page voice in recent months, a development that Brian Lambert and Deborah Rybak have been watching closely at their Rake-hosted media news blog. (Harte’s more notorious diktats have included forced revisions of editorials calling for DOT chief Carol Molnau’s head, and championing a proposed gas tax hike.)

As one Strib veteran tells the Mole, "The right-wing blog voices that were bashing the paper a couple of years ago, Hugh Hewitt and the rest, have gotten pretty much everything they wanted. The GOP wanted the Minnesota Poll gone, and now it’s gone. They wanted to get rid of people like [editorial board members] Jim Boyd and Susan Albright and their editorial policy, and they’ve succeeded at that. Now there won’t be editorials about the war and global warming; they’ll write about local issues like zoning conflicts in Coon Rapids instead. They wanted the paper to hire a conservative columnist, and they got that. From here on out, it looks like the Strib becomes the conservative, suburbs-oriented paper, and the Pioneer Press will become the paper of the city underdogs and the blue voters. They may wind up getting pushed more to the left."

(This item is reprinted from the Daily Mole, which enters beta-testing next week. Until this Friday, you can still sign up to receive a beta invitation at www.dailymole.com)

The irony is that the Parmeister worked his magic in St. Paul before turning his talents on Minneapolis. East of the river he frankly declared his intention to turn the Pioneer Press Op-Ed section into "the conservative alternative to the Star Tribune," all while and blanding-down "news coverage" to those same mythically potent outer suburbs.

In other words, though shamed by his own malfeasance, Ridder has wrought red across the Twin Cities metro.