Does the New York Times actually want anyone to read Angelina Jolie's piece?

If the NYT wants to ensure its pieces are never sullied by the corrupting eye of a reader, it can lock them in lead-lined boxes and drop them in the Hudson. But if it wants to help Angelina Jolie in her mission to spread awareness about breast cancer, it

The New York Times is famous for being either serious or boring, depending on your viewpoint. It's not nicknamed "the Grey Lady" ("referring to its historical tendency to present a higher-than-usual proportion of copy to graphics") for nothing, and at heart this comes from a praiseworthy aim: to never put commercial considerations above editorial ones. That motivation drives the decision to avoid flashy graphics as much as it drives the courage to run an 8,000 word piece exposing corruption in one of the world's biggest companies (and one of America's biggest advertisers).

But sometimes it goes too far. Here is the New York Times' front page today. See if you can spot the story they have which is driving conversation worldwide, and which, doubtless, a huge number of their readers have come to their site to read:

In case you aren't sure, it's this one:

Angelina Jolie's decision to write about her double mastectomy, performed after discovering that she has a genetic marker which vastly increases the chance that she will develop breast or ovarian cancer, has been rightly hailed. Not only does it serve to spread awareness about the genetic test she took (one which can provide an early warning to women like Jolie with a family history of certain types of cancer), but it will help destigmatise her operation – still one which, for many, strikes at the heart of their identity.

Getting that piece read by as many people as possible isn't crass commercialism, it's an inherent part of the paper's implicit bargain with Jolie. There is no point in writing a piece to spread awareness and then burying it on the front page under a vague headline and a six-word sub-head.

That's not to say that the piece needs to be headlined MY BREAST CANCER HORROR and be accompanied by glamorous full-colour photos of Jolie; but it needs to be findable in a way that it simply isn't at the moment.

Good site design, just like good internet-friendly headlines (another thing painfully lacking at the paper) isn't editorial cravenly bowing to the demands of its marketing department; it is there to ensure that people who want to read stories can actually read them.

If the NYT wants to ensure its pieces are never sullied by the corrupting eye of a reader, it can lock them in lead-lined boxes and drop them in the Hudson. But if it wants to help Jolie in her mission to spread awareness and "open a conversation", it needs to get over itself.

Alex Hern is a technology reporter for the Guardian. He was formerly staff writer at the New Statesman. You should follow Alex on Twitter.

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Air pollution: 5 steps to vanquishing an invisible killer

A new report looks at the economics of air pollution. 

110, 150, 520... These chilling statistics are the number of deaths attributable to particulate air pollution for the cities of Southampton, Nottingham and Birmingham in 2010 respectively. Or how about 40,000 - that is the total number of UK deaths per year that are attributable the combined effects of particulate matter (PM2.5) and Nitrogen Oxides (NOx).

This situation sucks, to say the very least. But while there are no dramatic images to stir up action, these deaths are preventable and we know their cause. Road traffic is the worst culprit. Traffic is responsible for 80 per cent of NOx on high pollution roads, with diesel engines contributing the bulk of the problem.

Now a new report by ResPublica has compiled a list of ways that city councils around the UK can help. The report argues that: “The onus is on cities to create plans that can meet the health and economic challenge within a short time-frame, and identify what they need from national government to do so.”

This is a diplomatic way of saying that current government action on the subject does not go far enough – and that cities must help prod them into gear. That includes poking holes in the government’s proposed plans for new “Clean Air Zones”.

Here are just five of the ways the report suggests letting the light in and the pollution out:

1. Clean up the draft Clean Air Zones framework

Last October, the government set out its draft plans for new Clean Air Zones in the UK’s five most polluted cities, Birmingham, Derby, Leeds, Nottingham and Southampton (excluding London - where other plans are afoot). These zones will charge “polluting” vehicles to enter and can be implemented with varying levels of intensity, with three options that include cars and one that does not.

But the report argues that there is still too much potential for polluters to play dirty with the rules. Car-charging zones must be mandatory for all cities that breach the current EU standards, the report argues (not just the suggested five). Otherwise national operators who own fleets of vehicles could simply relocate outdated buses or taxis to places where they don’t have to pay.  

Different vehicles should fall under the same rules, the report added. Otherwise, taking your car rather than the bus could suddenly seem like the cost-saving option.

2. Vouchers to vouch-safe the project’s success

The government is exploring a scrappage scheme for diesel cars, to help get the worst and oldest polluting vehicles off the road. But as the report points out, blanket scrappage could simply put a whole load of new fossil-fuel cars on the road.

Instead, ResPublica suggests using the revenue from the Clean Air Zone charges, plus hiked vehicle registration fees, to create “Pollution Reduction Vouchers”.

Low-income households with older cars, that would be liable to charging, could then use the vouchers to help secure alternative transport, buy a new and compliant car, or retrofit their existing vehicle with new technology.

3. Extend Vehicle Excise Duty

Vehicle Excise Duty is currently only tiered by how much CO2 pollution a car creates for the first year. After that it becomes a flat rate for all cars under £40,000. The report suggests changing this so that the most polluting vehicles for CO2, NOx and PM2.5 continue to pay higher rates throughout their life span.

For ClientEarth CEO James Thornton, changes to vehicle excise duty are key to moving people onto cleaner modes of transport: “We need a network of clean air zones to keep the most polluting diesel vehicles from the most polluted parts of our towns and cities and incentives such as a targeted scrappage scheme and changes to vehicle excise duty to move people onto cleaner modes of transport.”

4. Repurposed car parks

You would think city bosses would want less cars in the centre of town. But while less cars is good news for oxygen-breathers, it is bad news for city budgets reliant on parking charges. But using car parks to tap into new revenue from property development and joint ventures could help cities reverse this thinking.

5. Prioritise public awareness

Charge zones can be understandably unpopular. In 2008, a referendum in Manchester defeated the idea of congestion charging. So a big effort is needed to raise public awareness of the health crisis our roads have caused. Metro mayors should outline pollution plans in their manifestos, the report suggests. And cities can take advantage of their existing assets. For example in London there are plans to use electronics in the Underground to update travellers on the air pollution levels.

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Change is already in the air. Southampton has used money from the Local Sustainable Travel Fund to run a successful messaging campaign. And in 2011 Nottingham City Council became the first city to implement a Workplace Parking levy – a scheme which has raised £35.3m to help extend its tram system, upgrade the station and purchase electric buses.

But many more “air necessities” are needed before we can forget about pollution’s worry and its strife.  

 

India Bourke is an environment writer and editorial assistant at the New Statesman.