Exactly 40 years ago (1970), The New York Times instituted a page its editors dubbed Op-Ed, i.e., Opposite Editorial. You are reading the Austin Daily Herald’s equivalent. The conscious purpose of op-ed is to provide readers with individual opinions that are different from — and even contrary to — those of the newspaper itself in an effort both to broaden and balance what is provided by a paper’s editors.

This is my understanding of op-ed, and it presents my individual opinion and is not intended to represent that of the Herald—even though it does. When the Herald has an institutional or corporate position, it will publish it on the left of this page and mark it clearly as an editorial. This paper is not into op-ed literally, because it doesn’t have enough copy for one page of editorials and another of opinion. So, I guess it is op-page.

In writing my columns, I pay no attention to any editorial position the Herald might have, and it is evident the editors don’t pay any attention to my opinions in expressing theirs. If I should ever find myself often agreeing with the editors, I shall repent and change my ways.

Newspaper editors more characteristically take a political position than express opinions. Historically, the strongest journalistic tradition is to endorse publicly particular candidates for elected office. The Herald has wisely tended to confine these to local offices. Not only do those for national office receive many endorsements from national and regional newspapers, these papers don’t know our candidates the way the Herald does (to the extent anyone knows them).

While op-ed opinion is that of the person named in the by-line, editorials represent the paper’s staff and ownership and, therefore, are unsigned. Papers enjoying large circulations (which, as you’ve noticed, the Herald does not), convene editorial boards and vote for a consensus and publish it. The Herald…well, it varies.

The editors do not expect to agree with what its opinion writers submit. In point of fact, if they usually agree with most of the opinion writers, they need to drop us all and find another set. Good editors, and this is what ours try to be, will eagerly seek out perspectives that differ from theirs.
More, they will seek to provide variety and even divergence among the writers.

They also vary the opinions by using some nationally syndicated columnists.

There was one unusual incident in which I wrote the Herald’s editorial position without intending it to be such. A former state representative had several times behaved in ways that dishonored himself and embarrassed us all. After seeing the opinion piece I wrote, the editor told his staff: That’s it. This is now said as well as it can be, and none of you will write another word about it.

The politician didn’t like what I wrote, and his furious wife expressed her views in a letter-to-the-editor. Here is a third level of published opinion. The Herald needs a lot more readers writing in about almost anything on which you have an opinion. I especially welcome letters in response or reaction to what I write. The latter is the more worthwhile.

In the present season I advise caution about how seriously you take letters-to-the-editor. The stronger supporters of candidates for political office write in to praise their candidate and tell us so to vote. Some candidates actually organized supporters and give them talking points or even completed texts to send in under their names. Pay less attention to who they say we should vote for and more to why. I’m not impressed when they write what their candidate will do when they don’t tell me how they know what he will do. His or her saying so is insufficient.

The Times started op-ed as a formal feature, even though most newspapers had attempted such for generations. Other papers around the country have, if not consciously copying the Times, at least been encouraged by its innovation. Op-ed is standard in the newspaper industry, and the Herald is right here with its.

Op-ed means “opposite editorial,” not “opposing editorial.” However, this is also worthwhile and even some fun. Stay tuned to the right side of this page.