The Back Page

In October, the Australian Press Council held its monthly meeting in Ballarat. While there, it held a public forum to discuss the press' coverage of sport.

Questions of the coverage of women in sport and elite athletes dominated a Press Council forum which discussed the media's coverage of sport, held in Ballarat in late October.

The forum [The Back Page: The Press's Coverage of Sport] was the fifteenth such meeting organised by the Australian Press Council to coincide with a visit to a metropolitan or provincial centre outside Sydney. It was held in the Museum Room of the Ballarat Town Hall.

The Council had invited two main speakers: Tracey Holmes, the presenter of ABC Radio's Grandstand and Geoff McClure, the editor of Sports Weekly.

The forum was open by the Ballarat City Commissioner, Vern Robson, who welcomed the Council to Ballarat. The Vice Chancellor of the University of Ballarat, Prof David James, opened the proceedings by observing how Australia's history had led to an early development of sport and a central part of the nation's life.

The Chairman of the Australian Press Council, Prof David Flint, introduced the discussion on the press' coverage of sport. He argued that "sports writing raises the same broad ethical principles which apply to other journalism". However, he also noted that issues specific to sports do arise.

Prof Flint isolated four such issues.

• In the United States, where $130 billion is gambled illegally each year, and $80 billion of this on sports, there is a debate today about the extent to which the media should publicise, in print or electronically, betting information.
• The media is now playing a significant role in the very formation of sport, moving from merely providing information to changing the nature of the game. In the US, television coverage has meant that breaks in the game are designed to coincide with commercials, sports grounds are groomed to give the greatest effect on television and advertising is placed so as to be caught by the cameras. Globalisation of television networks means that the popular sports have become even more valuable than before, with international audiences thirsting for international competition.
• The association of products which endanger health with sports. Prof Flint referred to a Canadian Supreme Court decision on a law banning tobacco advertising and promotions. They threw out the ban. As a result of the case, the Canadian parliament, if it wants to ban promotions of tobacco products by sports, will have to demonstrate how this will reduce tobacco smoking.
• Who should benefit from the increasing sales value of sport created by the demand for "first class matches, for national and international clashes, for action, for colour and excitement"? Media outlets are competing for sports coverage and prices are rising. "How much is the sporting association, and how much is the player, to receive?" Prof Flint's answer was that the economic wealth which comes from being a valuable property should be shared generously with sportsmen and sportswomen. "Talent will tend to go where it is rewarded."

A Scapegoat

Tracey Holmes noted that the press has been made the scapegoat for every sporting concern, being blamed for the lack of coverage of, for example, women's sports, non-elite sports, junior sport, ethnic sport, and disabled sport. But she noted that some blame should attach to "the sports themselves for not providing media access, reliable information, weekend contact numbers, and a decent story or two."

Ms Holmes argued that it is not possible to cover every sport, every week and that the same principle that applies to general media coverage must be applied to the coverage of sport: it has to be of wide general interest. It was not possible, given restrictions of space to cover every sport. So how does one choose?

"Media coverage most definitely favours elite sport - and so it should. Anybody involved in non-elite sport that expects media coverage needs to ask themselves: 'What's my motivation for playing sport?' Are you playing sport for the enjoyment of the game or are you playing sport so you can read about yourself in the next morning's paper?"

She also noted the cost of media coverage: it can totally take over your life - nothing is private any more. "All those people weighing up the benefits of press coverage should also look at a few of the costs. You might decide that playing the game is far more enjoyable than any media coverage you might get."

Ms Holmes also suggested that sports try and manipulate the coverage they receive. "Sports love you to talk about the wins, but ... what about the issues? All of a sudden those contact numbers aren't so forthcoming. Who's using whom? Isn't it funny when there's talk of cricket bribes, coaching scandals in rowing and lesbianism in women's sport all of a sudden they don't want the attention of the press. ... On one hand sports are crying out for coverage, on the other hand they are bolting their doors shut. It's the sports that need to grow up here, not the press."

She argued that there is a difference between wanting to play the game and wanting it broadcast or reported. People read about, and watch, the best. "They want to see what the ultimate is, they want legends they can aspire to, they want role models".

But the press has become everybody's quick fix with administrators hoping to secure sponsors, crowds, even competitors through media coverage.

Ms Holmes also raised the question of "political correctness", noting that, at the ABC, they have each month to fill out documents stating the percentage of coverage given to women's sport, aboriginal sport, ethnic sport and disabled sport. "It gets to the stage where 'normal' is wrong," she said. "When we start to be told what the news is we are treading on dangerous territory".

Looking at elite sport, Ms Holmes noted that it becomes a business: trying to find the ultimate. "Like all businesses, money leaves sport and media coverage open to corruption. These days if an event can promise free travel, accommodation and a case or two of beer - the event will be covered, eg the (current) Commonwealth Bank Cycle Classic. On the other hand, a top event like the women's water polo World Cup has no sponsors, and therefore cannot 'buy' the media coverage it deserves. But who is to blame? Is it the sponsors, the sports or the press?"

She also pointed to some other problems with the coverage of sports. She thought that women athletes are disadvantaged in media coverage "although the whole issue is being addressed the wrong way. The 50-50 argument is not real. It's not a man v. woman issue. It should be 'what's the best sport happening and how much coverage do we give it?' Tokenism is a worse penalty than complete lack of recognition because what it's saying is - we don't care how good or bad you are at your sport, we just need a girlie story. The best person should get the job as the best sport should be covered. In reality the press' coverage of sport is not so much male versus female as cricket, footy and racing versus all other sports".

Sensational

Sensationalism is not a dirty word, according to Ms Holmes. It is the stirring of emotions among an audience. "This world we live in moves at such a rate that it has become the norm to only tune in for the sensational stories. ... We need sensationalism - providing it's the truth. But in order not to let the consuming public become as cynical as the press we need the stories to be as sensational as the headlines".

And what about those pictures of voluptuous models in the latest skimpy bikinis adorning the pages of our sports magazines? Ms Holmes asked whether sportswomen have a right to complain that the photos are of models and not elite athletes. Her answer was that they had the same right as male athletes would have to complain because they don't dominate covers either. And in any case, she asserted, both men and women athletes these days are making their own glamorous calendars depicting themselves as objects of desire. Therefore it was not a valid complaint.

Ms Holmes saw the debate as part of a continuum. "Like sport, the role of the press is changing. Journalists have become part of the infotainment industry and while the masses still want the facts, they want them in colour - not black and white. But it's time to move beyond that. It's time to go beyond Act One in triathlon, cycling, ironman, beach volleyball, track and field and give those elite sports the stage time they deserve".

She saw some problems with the back page and how sport is covered by the press but placed the blame on sports administration as well as the press. "What needs to be determined is whether sport is news, or whether it's advertising. With the multi million dollar investment sponsors put into sport these days sport has become one giant advertising billboard. The press is also a business, should it be their right to determine whether they too can be bought?

"The message is - the world is expanding, the back page must too, but its up to us as consumers to tell the press as suppliers what it is that we want."

Sex

Geoff McClure started by looking at what sells sports magazines. He said that he would never claim to know how to put together the perfect sports document, although after having spent 28 years in print journalism, including more than half of them either reporting on sport or producing sports pages, he thought he'd learned a few pointers along the way.

He saw sex as the main selling point of many magazines. But, then "sex sells everything, everywhere and at any time, so why wouldn't it sell in sport?"

Referring to one of his magazine's competitors, he asserted that if its publishers "decided tomorrow that it would no longer publish photographs of gorgeous young things wearing next to nothing - and I might add that these young things usually have little or no claim to any sporting fame - this magazine would not see out the year".

He also admitted that sex, in a more subtle way, is used to sell Sports Weekly. And, he added, the sports pages of newspapers and television sports programs.

"You see, it is my firm belief that the people who turn to the back pages of newspapers and those who buy sports magazines, not only enjoy reading about their sports heroes and the emergence of the heroes of the future, but they also like looking at them.

"People enjoy looking at fit bodies of the opposite sex. Ever seen a top sportsman or sportswoman who is not supremely fit and consequently doesn't look great?"

Mr McClure assured the audience that the people who produce sports magazines and the sports pages of newspapers are not just sex crazy - they love their sports too. "Indeed those of us who make our livings out of sports journalism get to see the action from privileged positions and think nothing of being able to brush shoulders with the world's superstars, a privilege that some fans would give their eye teeth for".

Supply and demand

Noting that sports journalism is a business, he said that public demand determined the success of television programs, magazines and sports pages. That meant some greater emphasis on entertainment, looks at the light side of sport and much more attractive layouts.

Sports journalism, he argued, had to combat the arrival of television and that meant that readers wanted more than just match reports, they craved better statistics and better writing. And a more sophisticated approach. "In the late 1970s deadlines for cricket photographers were brought forward by 15 minutes to enable our artists to paint out the advertising signs on the fence. Newspapers didn't like the idea of advertisers getting free space. Fortunately sport, sponsors and the media have now learned to co-exist and consequently sport journalism is more professional".

Mr McClure also noted the advances in technology. Now, pictures are taken at an arena, and less than an hour later that same photograph - in full colour if you want it - can appear on a computer screen on the other side of the world. Thus, Sports Weekly had its two grand final editions available on the news stands less than 36 hours after the final sirens. Both editions had special 16-page souvenir coverages of the big games, with no less than 60 colour photographs in each edition.

While such advances have made sports coverage and sports magazines more attractive, Mr McClure referred to the contentions about the coverage of women's sport. He wondered whether it would ever be resolved. "Try as we might we will never satisfy everyone, and dare I say it, particularly women readers, and more so, those women readers who follow or are involved in the so-called minor sports.

"The fact of the matter is that the majority of the people who read sports pages are those who want to read about the sports that attract the bigger crowd and these sports are played by men".

He noted that netball, despite its large participation rate, is not a big spectator sport and that, in any case, it gets a good run. He argued that Sports Weekly gets women's sport right. "Most of the other women's sports fall into the "minor sports" category, and Sports Weekly will continue to treat that category as it has in the past - as sport that should take its place with the major sports on which the magazine relies on most of its sales".

Mr McClure pointed to the fact that Sports Weekly published a special four pages wrap-up, including a double-page poster, on the Australian women's water polo team's win in the World Cup.

He said, however, that water polo is a minority sport and would only get coverage - either for men's or women's events - when there was some exceptional story to tell.

In closing, Mr McClure said that it had "been an honour for me to be invited here tonight to talk about my favourite subject.

"It was a privilege when I was asked to become the inaugural editor of this country's first sports magazine - and an even bigger thrill to see that it has been widely embraced by sports lovers all over the country.

"Like millions of other Australians I love my sport and to be able to combine that love with my other love, which is journalism, I feel very lucky."

Questions

The speeches were followed by a lively question and answer period during which the speakers were able to expand on their comments.

The transcript of the forum, featuring the speeches, as well as the question and discussion period, will be put together and will be available for sale from the Council early in 1996.

Jack R Herman

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