The Exorcist

A new editor reorganizes and sends the ghost of Cole Campbell packing

Circulation at the St. Louis Post-Dispatchhas been dwindling for years as a result of a wide range of causes, but seldom has it been said that the decline in readership was caused by the paper's having too few assistant managing editors.

A memo sent by new P-D editor Ellen Soeteber last week to staffers noted that seven new AMEs would be designated by the end of April and that those positions probably would be filled by current managers, though outsiders could apply. With the shakeup, only Soeteber and managing editor Arnie Robbins hold onto their current titles. Most other editorial managers will have to reapply for one of the seven slots or for one of the many positions under the AME constellation.

A sampling of Posties reveals support for the revamping of the newspaper's hierarchy, which had been formed in the image and likeness of former editor Cole Campbell, who left under duress last April. Soeteber started her gig on Jan. 8. In recent meetings with the staff, the new editor told reporters the changes were a direct response to reporter dissatisfaction with the way things were.

"Whatever you wanted to call Campbell's reorganization, it made it more difficult to find a reporter and for a reporter to find an editor," says one veteran reporter.

Soeteber says complaints from the staff about how reporters were divided into teams without designated editors to coordinate those teams led to "things falling through the cracks."

"I don't want people to think I'm obsessive about organizational structure, because I'm not," says the 50-year-old East St. Louis native, who, before taking the Post job, was managing editor of the Sun-Sentinel in Fort Lauderdale, Fla. "But from before I even started here, all I was hearing from people throughout the staff was 'We've got some problems here, a real serious structural problem that is imperative to address.' It quickly became very clear that we couldn't move ahead on the things that really matter to our readers, such as the quality of our journalism and the quality of our sections every day, until we got this management-structure issue behind us."

Come May, Soeteber expects to have her magnificent seven AMEs in place. The newly ordained editors will give the P-D a more conventional newsroom, a drifting-away from the civic journalism pushed by Campbell. Senior writer Harry Levins calls it a more "traditional" approach to organizing a newsroom and is pleased about the return of what amounts to a city editor, a post abolished by the trendy Campbell. Abolished, too, during the civic-journalism pogrom were general-assignment reporters. Under the new plan, several reporters will be given GA duties.

One AME each will be put over sports, business, features, editing and presentation, metro, news and projects. Dick Weil, who was the executive editor before these changes, has accepted the projects post, which will oversee investigative and enterprise reporting. "He's happy to be getting back into real hands-on journalism," says Soeteber of Weil's move.

Little of the managerial shuffle will be apparent anytime soon to the loyal reader. Two things that may be noticed are the upcoming disappearance of the "Readers' Advocate" column by Carolyn Kingcade and the revision of the "Imagine St. Louis" section. The Sunday paper will continue to contain a section for editorials and news analysis, but the name "Imagine St. Louis" will be dropped and, it appears, the section's approach will be changed.

Whoever is named Sunday editor working under the news AME will work "very closely" with Soeteber, she says, to redo "Imagine St. Louis." There will be visible changes, Soeteber says, "but we want to make sure we do it carefully and not rashly, to make sure we're improving the section and not just moving so hastily that we make a new set of mistakes."

The new editor is careful not to diss Campbell, but Levins doesn't hesitate to go where the new editor won't. "She didn't come out and criticize Campbell, but it's clear by what she's done what she thought of the way things were," says Levins. "In the problems we had, the ghost of Cole Campbell lives on."

One concern expressed by staffers is that some inept managers might just be shuffled to other positions. "That's the rub right now, if you take a job and give it to someone people have no confidence in. That's what's everybody is worried about," says one reporter. "If there's stress over this, that's where the stress is. They don't think certain people have the ability to do their job."

Some of that concern is focused on the leftovers from Campbell, including the section editors who determined what went on section fronts. "They called them the real-estate brokers," says one reporter. "They were the gatekeepers who screwed the paper up."

As for the disappearance of the "Readers' Advocate" column, Soeteber says, Kingcade only wanted to do the job for two years, a term that would end in June. Soeteber says she believes "all our top editors are readers' advocates." Some form of the column Kingcade wrote may resurface, Soeteber says, but not necessarily written by the same person all the time and only on an as-needed basis. Levins regrets the loss of the "Readers' Advocate" and says that if the editors and AMEs are truly the new advocates for readers, "they should put the phone numbers and e-mail addresses of editors at the end of articles."

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