Making Tart Cider from an Apple Cover

Last week, I told myself I wasn’t going to write about the most recent Time magazine cover. You know, the one with the gavel smashing the apple. The one designed to draw readers in for a story on the story behind the Vegara decision, a telling of how moneyed interests got involved in an effort to strip away teacher tenure in California.

I wasn’t going to write because I’m not a fan of this “reform by litigation” strategy. I wasn’t going to write because I believe the real story should be about the kids and families who brought the suit, why they brought it, and what they hope to gain now that the court has ruled in their favor. I wasn’t going to write because too many people focus on the “tenure for life” side of the fight, and not enough on the needed due process rights of teachers. And I wasn’t going to write because Vergara becomes a slippery slope to vitriolic attacks on teacher evaluation, Common Core, student assessment, and just about every other issue one throws in there. No good comes of such a heated fight largely void of fact.

I wasn’t going to write after reading multiple emails from the AFT, including a fairly compelling one from Randi Weingarten. And I even wasn’t going to write after seeing some of the responses to the Time cover story, including one from Badass Teachers that again made this all about poverty, corporate takeovers, and declared the real issue was a teacher shortage (which for me seemed to read like BAT was making a case for Teach for America, but another story for another day).

So of course, after some Twitter back and forth last evening and this morning, I feel compelled to write. Not to defend Time. Not to defend Vergara. Not even to point out the irony of me being accused of hyperbole and then being told that “the fate of pub ed hangs in the balance” of this discussion on a Time cover story.

No, I write just to insert some facts into this whole discussion.

First, let’s look to Time magazine. It is no secret that the newsweekly industry has been on a bad streak. Many of Time’s competitors have stopped printing hard copies all together. Time’s print circulation is now down to about a million. It claims a total readership of about 3 million. That includes all those who read a six-month old edition in a doctor or dentist’s office or who leaf through a year-old one at their local Jiffy Lube. Fact is, fewer and fewer people read Time. And those that do often read it online, never seeing the cover at all.

So all of the attacks on Time. all of the discussions of #TimeFail, do nothing more than boost interest in Time. It is a win-win for the magazine. What was an irrelevant magazine is now all that one segment of the population is talking about this week. The number of readers visiting the site is increasing. More eyeballs on content means higher ad rates. In the words of Charlie Sheen, Time is winning.

Don’t agree? Time’s parent company also publishes Sports Illustrated. Every February, tons of folks protest SI because of its swimsuit issue. Subscribers opt out of the issue. Letters of protest stream in by the bushel full. Subscriptions are famously cancelled. Yet they keep publishing. Why? People read it. Publicity draws interest. Interest means ad sales.

And speaking of protests, let’s take a look at the petition currently demanding an apology from Time for the “rotten” cover. As of yesterday, organizers were claiming 50,000 signatures. Sounds impressive at first, yes. But there are about 4.5 million current teachers in AFT and NEA. A little more than 1 percent of them have been moved to sign this petition to date. To put it in a different light, last year more than 35,000 people signed a petition asking the White House to build a Star Wars-style Death Star. Similar numbers got behind nationalizing the Twinkie industry, removing Jerry Jones as owner of the Dallas Cowboys, and replacing the U.S. justice system with one “Hall of Justice” a la the Justice League cartoons.

When there are a million signatures on this petition, folks will take notice. And it may surprise people to know that Eduflack has signed the AFT petition. Why? While I believe it is an interesting story, I don’t think the cover is a fair depiction of the content.

Of course, I also see the gavel on the cover as being a symbol of the litigation strategy behind Vegara, and not as the “hammer of corporate privatization” as I’m seeing far too often on social media these days.  But what do I know? Sometimes I do think a cigar is just a cigar.

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