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.

Getty Images.
Show Hide image

Donald Trump's healthcare failure could be to his advantage

The appearance of weakness is less electorally damaging than actually removing healthcare from millions of people.

Good morning. Is it all over for Donald Trump? His approval ratings have cratered to below 40%. Now his attempt to dismantle Barack Obama's healthcare reforms have hit serious resistance from within the Republican Party, adding to the failures and retreats of his early days in office.

The problem for the GOP is that their opposition to Obamacare had more to do with the word "Obama" than the word "care". The previous President opted for a right-wing solution to the problem of the uninsured in a doomed attempt to secure bipartisan support for his healthcare reform. The politician with the biggest impact on the structures of the Affordable Care Act is Mitt Romney.

But now that the Republicans control all three branches of government they are left in a situation where they have no alternative to Obamacare that wouldn't either a) shred conservative orthodoxies on healthcare or b) create numerous and angry losers in their constituencies. The difficulties for Trump's proposal is that it does a bit of both.

Now the man who ran on his ability to cut a deal has been forced to make a take it or leave plea to Republicans in the House of Representatives: vote for this plan or say goodbye to any chance of repealing Obamacare.

But that's probably good news for Trump. The appearance of weakness and failure is less electorally damaging than actually succeeding in removing healthcare from millions of people, including people who voted for Trump.

Trump won his first term because his own negatives as a candidate weren't quite enough to drag him down on a night when he underperformed Republican candidates across the country. The historical trends all make it hard for a first-term incumbent to lose. So far, Trump's administration is largely being frustrated by the Republican establishment though he is succeeding in leveraging the Presidency for the benefit of his business empire.

But it may be that in the failure to get anything done he succeeds in once again riding Republican coattails to victory in 2020.

Stephen Bush is special correspondent at the New Statesman. His daily briefing, Morning Call, provides a quick and essential guide to British politics.