Challenges Face Retail Reporters

A retailing story without independent sources and consumer input is a "no sale" for most editors.

"My approach to retail writing is to be consumer-focused, not the mouthpiece of the retailer," says Tanya Fogg Young, retailing reporter for The State in Columbia, S.C.

The key to the retail beat, says Fogg Young, is getting out into the community, finding the concerns and the needs of the consumer.

Tom Belden, a 25-year veteran of The Philadelphia Inquirer, agrees that consumers need to be included but offers one warning -- don't just go out and plug a quote into a story. Talk to the people who truly care about the issue you're asking about.

In the watchdog function of the press, it is all too easy for the retailer to exercise influence over the press and use the publicity to its own advantage. Primary loyalty to the public is then lost. Retailers as a whole should remain as separate entities whose interests are not confused with those of the news audience.

"Most difficult is sorting out what is an interesting story that readers really need to know from the hype that comes in every day from PR people," says Belden.

He suggests scanning the daily press releases to look for any trends in the industry. It is unnecessary, and impossible, to use all of the release content directly and regularly.

Persistent reporting is one strategy that Fogg Young uses to bypass the image management rubbish. She says posing the question in three different ways will provide the appropriate interplay to get the accurate answers. Some stores are straightforward, others you have to cut through.

One national supermarket with falling earnings and a declining reputation among neighborhood grocery shoppers proved trying for Belden.

"They wanted to spin it the other way," says Belden. "But I kept calling, reminding them I'm going to do a story with them in it or not."

One challenge Fogg Young has encountered is getting the "rosy optimists" to level with her. They're less willing to talk about negative trends.

In her coverage, Fogg Young has mentally recorded which retailers are more forthcoming than others and does extra preparation before approaching those that have previously given her trouble.

Using knowledgeable sources independent of the company is helpful in confirming the thorny details of a situation. Find out whether the numbers add up as the retailer and financial statements claim they do.

"I always employ the checks and balances system by calling up analysts," says Fogg Young.

Business professors who specialize in retail, as well as consultants and retail specialists from major CPA firms, are the experts Belden consults. He says not to be discouraged by the financial analysts who have stopped speaking on the record, adding that there is no shortage of people to whom business journalists can turn. Utilize these willing sources to simplify the financial jargon so that the numbers don't drag down the issue at hand.

Rhonda Sanders of The Flint Journal, who was appointed to retail, admits that sorting through the business side of the beat sometimes presents the most difficult barrier. Her solution is further education through supplemental reading and business journalism seminars.

Another strategy for successful retail coverage is localizing the material for your readers.

"I like to talk on as local a level as possible; local managers, local sales associates," says Fogg Young.

Sources in the company's headquarters are not always up-to-date on the latest trends and issues facing the region, she says. However, completely neglecting the big names could mean missing a story.

"The other big challenge is to always know what Wal-Mart is doing because it is so influential," says Belden.

When story ideas are not obvious, both Sanders and Fogg Young advise scanning Web sites and major news sources. Fogg Young suggests the trade press, including the National Retail Federation Web site, can be used to obtain ideas for coverage.

"Whenever possible, the stories should be consumer-focused, and keep pocketbook issues in mind," says Fogg Young. "You should always have a heavy dose of realism injected."

Copyright © 2008 Donald W. Reynolds National Center for Business Journalism