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AJR 30(1) ��

The Beaconsfield mine disaster and the evolution of chequebook journalism

Nicola Goc and Jason Bainbridge

AbstractUsing the reporting of the 2006 Beaconsfi eld mine disaster in Tasmania as a case study, this paper explores the changing nature of chequebook journalism and the shift towards the consumerist model of entertain-ment news in Australia. The paper argues that the media’s coverage of the disaster was a major turning point in the evolution of chequebook journalism in Australia. The moment miner Todd Russell, one of two survivors from the disaster, asked then-Channel 9 CEO Eddie McGuire to “tell me how big your chequebook is” on national television in re-sponse to a question about an exclusive interview, chequebook journal-ism was outed. Seldom before in Australia had a member of the public been so up-front about their monetary value to the media.

Introduction“Tellme how big your chequebook is andwe’ll talk.”ThemomentminerToddRussell,

thebigaffableheroofthe2006Beaconsfieldminedisaster,utteredthosewordsinresponsetothen-Channel9CEOEddieMcGuire’squestionaboutanexclusiveinterviewonthenationallytelevisedprogramThe Footy Show,chequebookjournalismwasouted.Itwasthefirst timeinAustraliathatamemberofthepublichad,onnationaltelevision,beensoup-frontabouttheirmonetaryvaluetothemedia.Theaudience’sresponsetoRussell’sbrazenquestiontothethenmostpowerfulmaninAustraliantelevisionwasenthusiasticapplause.Therewasmuchclappingandcheeringfromtheaudience,whosensedthatforonceoneofthelittlepeopleheldthepoweroverthemedia.

BeaconsfieldisthusaturningpointintheevolutionofchequebookjournalisminAustralia,and thisarticleuses thereportingof theBeaconsfielddisasterasacasestudy toexploreboththechangingnatureofchequebookjournalismandtheshifttowardstheconsumeristmodelofentertainmentnewsinthiscountry.Drawingonarangeofmediasourcesfrombothprintand

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television,thearticlesourcescommentsfrommediapractitionersandcommentatorsabouttheroleofchequebookjournalismfromthetimeofthedisastertoarguethatRussell’scasualrequesttoMcGuirecreateddiscomfortinthenewsmediabecauseitexposedapracticewhichhithertohadbeenoperatingquietlybehindthescenesforalmost100years.Australia’smajorcommercialtelevisionstations,Channel7andChannel9,openlybargainedfortherightstotheminers’story,andthisnegotiatingbecameanewsstoryinitself,exposingtheextenttowhichchequebookjour-nalismisacceptedincommercialtelevisioninAustralia.

Itmustbenotedthat,contrarytopopularbelief,thepracticeofchequebookjournalismhasbeenaroundformorethan90years.WhentheTitanicsankinApril1912,MarconiInternationalsentawiretothenearestship,theOlympic,onbehalfofThe Worldnewspaper,whichread:

WillpayyouliberallyforstoryofrescueTitanicpassengersatanylengthforyoutosendearliestpossiblemomentmentionprominentpersons.TheWorld.

Chequebookjournalismremainstheclearestindicationofthewaynewsbecomesanothercom-modity(Avieson,1992,pp.44-50).Muchlikecivilremediesforthelawoftorts,chequebookjournalismplacesamonetaryvalueonsuffering,oninjury,onlife.ItisthusofcentralimportancetowhatAmericannewscriticDanielHallintermsjournalism’s“ambivalentidentity”,thatpre-cariousbalancebetween“thepublic-interestcultureofjournalismandthecultureofcommodity-production”(Hallin,1994,pp.1,4).

Reporting BeaconsfieldItiscommonknowledgethatthenewsmediapayforstoriesinAustraliaaselsewhere,es-

peciallycurrentaffairsprogramssuchasChannel7’s Today TonightandChannel9’sA Current Affair,whichboth regularlyengage inbiddingwars tosecureexclusivestories.Forexample,then-newlyengagedAustraliantennischampionLleytonHewittandhisfiancéeBecCartwrightreceived$200,000fromToday Tonight fortheirstory,whileChannel10paidDouglasWood(anAustralianheldhostagebyIraqigunmenforsevenweeksin2005),arumoured$400,000–re-gardedasthehighestpriceeverpaidbytheAustralianmediaforanexclusiveinterviewatthattime.WoodwasreluctanttosaymuchinhisfirstpressconferenceinJune2005,becausehewassavinghisstoryforthehighestbidder(whichquicklyemergedasChannel10).ButwhatWoodhadbeenreluctanttosay,ToddRussellhadnoqualmsaboutsayingalittleunderayearlateratBeaconsfield.Inno-nonsensefashion,RussellwasbrokeringadealonnationaltelevisionwiththenChannel9CEOEddieMcGuire;hewasopenlyofferinghimselfasanewscommodity.

Mediaspeculationabouttheminers’commercialvaluedominatedthenewsdiscoursefromthemomentitwasdiscoveredonSunday,April30,2006,that,fivedaysaftertherockfallattheBeaconsfieldgoldminethatkilledtheirco-workerLarryKnight,minersToddRussellandBrantWebbwerestillalive,trapped1kmunderground.

AsonereportinThe AgeonJune4,2006,washeadlined:“Themediacircusbringsonthetel-evisionclowns:journalistsflockingtocovertrappedminersbringpandemoniumtosmalltown”(Cubby&McMahon,2006).Whilenewspaperstraditionallysettheagendafornews,thedemandforblanketcoverageof therescueattemptsdisplaced theprintmedia,so itbecametelevision(andmoreparticularly,morningnewstelevision)thatestablishedthedirectionofreportingforeachday1.Crikey.com.aunotedthat“theBeaconsfieldstoryreallybrokeattheworsttimefornewspapers”(Simons,Newhouse&Crikeycorrespondents,2006).Television’sprominencewasmaintainedthroughconvergenttechnologies,suchastheinternet,wherewebcamskeptawatch-fuleyeoverBeaconsfieldontheA Current Affair andToday Tonight Webpages.Twicethissenseofvisibilityandplayingtothevoyeurwasinterrogated:oncefollowingthedeathfromaheartattackofChannel9journalistRichardCarleton,wherehiscolleaguesscreenedhisbodyfromthe

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cameras(andthechildrenatthescene)withblankets;andoncewhenCarolynRussell(Todd’swife)andfriendsfilmedjournalistsvia“WombatCam”,turningthetablesonthejournalists,asitwere,toprovideaprivatevideorecordforToddoftheinterestheandBranthadgenerated(seeWright,2006b,p.304).

Theprintmediawereessentiallyplayingsecondfiddle toan industry thatcouldbring thewholedramaintothelivingroomsofAustralians,andprintjournalistswerenonetoopleasedatbeingdisplaced.BenCubbyandNeilMcMahonbegantheirAgereport:“WhenitwasannouncedthatalargeboringmachinewascomingtoBeaconsfield,residentscouldhavebeenforgivenforasking:dowereallyneedanotherone?DavidKochandco.hadbeentherefordays”(Cubby&McMahon,2006)Theycontinued:“It’sbeenamediacircusin thetinyTasmaniantown,withround-the-clockcoveragethathasaddedlittlesincethemenwerefoundaliveonSunday.”

CubbyandMcMahonalsoacknowledgedthattheprintmediawerenotinthebiddingraceforanexclusiveinterview,reportingspeculationonwhatkindofmediareceptionawaitedtrappedminersRussellandWebb.“It’sgoingtobethehotteststoryoftheyear,”onenetworksourcesaid,“andthereisunanimitythemenwilljointherarefiedfewtobepaidasix-figuresumfortheirtale.”Thestoryconcludedwithamentionofthemosthigh-profilemediaconsultantinthecoun-try,HarryM.Miller,who,readersweretold,“stillmanages[Lindy]Chamberlainand[Stewart]Diver[whowasrescuedafterbeingtrappedfordaysunder therubbleofacollapsedbuildingcausedbyanavalancheataskiresortinAustraliain1997]andwhowouldsurelylovetoaddtheBeaconsfieldminerstohistrophycabinet”(Cubby&McMahon,2006).

ThefrenziedbidtogaintheBeaconsfieldexclusivewasinparttheresultofthefactthatthecompetitionbetweenChannels7and9wasparticularlyfierceat thetimeoftheminedisaster(seebelow).Whoeverwontherightstotheexclusiveinterviewwiththeminerswasnotonlygo-ingtowintheratingswarinthattime-slot,but,moreimportantly,alsoattractadvertisingforthelead-inperiodaswellasduringtheinterviewitselfandconfirm,onceandforall,whichnetworkwas“numberone”fornewsandcurrentaffairs.Ascrikey.com.au’sGlennDyerargued,whoeversecuredthedealwouldseeitasdeliveringtraction,asgettingattention,withNineCEOMcGuireseeing itasawayofgettingpeopleback to“watchingus [Nine]again”.“That’swhat it’sallabout,that’swhythere’smillionsofdollarsatstake,”arguedDyer(2006).

DyerisaformerChannel9reporter,andhecloselyfollowedthe“chequebookchaseatBea-consfield”.HereportedonMay10,2006,thatMcGuirewasofferingastaggering$6millionforanexclusiveinterviewwithChannel9.AccordingtoDyer,“overseasinterestinthestorycouldswellthatfigureevenfurther”(Tooth,2006).DyeralsotoldABCRadioNational’sTheMedia Report thathefounditinterestingthatno-onehadactuallyconsideredthattheminersmightwanttodoadealwithbothnetworks.Whynotgivethemeachabitofexclusivity,putsomemoneyintothepotforthetwominers,forLarryKnight’swidowandchildrenandimmediatefamily,andtherestgointoafundforthetown?“IfIwasNineorSeven,that’swhatI’dbetryingtodo.”(DyerinTooth,2006)

ButNineandSevenwereeachdeterminedtotaketheprizeforthemselves.WhileWebbandRussellwaitedinagonisinglycrampedconfines1kmunderground–andtheirfamiliesandfriendsanxiouslyawaitednewsoftheirrescue–themediapackwascircling.WhenRussellandWebbwerefinallyfreedonTuesday,May9,theymadethejourneybacktothesurfaceofachangedworld.“Abovegroundandintotheglareoftelevisionlightstheself-proclaimed‘twostars’oftheBeaconsfieldminetragedy,ToddRussellandBrantWebb,havea‘storytotellandastorytosell’,andare‘worththeirweightingold’,”theABC’sGeraldToothreported(Tooth,2006).

Butputtingapriceonstoriesfurtherproblematisesideasofagenda-settingasit“clear[s]theairofcompetingissues…[and]demand[s]raptattentiontotheonlylegitimateeventonsoci-ety’sagenda”(Dayan&Katz,1994,p.222).Thiscreatesproblemswhenotherstoriesthathave


competingnewsvaluesariseatthesametime–suchastheTorresStraitIslandsurvivalstory(whereafather,sonandnephewsurvived22daysatsea)andtheFederalBudget,whichbothranduringBeaconsfield.ThatBeaconsfielddistractedfromtheseotherstoriesindicatesnotonlyhowprecedenceamongnewsstoriesisdetermined,butalsohowtheimperativetoinformisultimatelysubordinatedtoentertainment.Hirstputsthisdowntocultural,technologicalandracialdemands– the “blanket” coverageof theBeaconsfield rescue, the relative inaccessibilityof theTorresStraitcastaways(beingbasedatsearatherthanland)andthefactBeaconsfieldinvolved“twowhiteboys fromTasmania” rather than“threebrave Indigenous sailors fromnon-mainstreamnorthernAustralia”(Hirst,2006).Inaforthrighteditorial,GarryLinnell,editorofThe Bulletin magazine,confirmedthatBeaconsfield’scoveragewasindirectproportiontotheway“themediavaluedlivesandstories”,goingontoreducenewscoveragetoaseriesofequations,whereonewhiteAustralianlifeisworthseveralthousandAfricanones.Thiswasnot,heassuredhisreaders,basedinracismbut“on[the]interestlevelof[the]Australianpublic”(Linnell,2006,p.8).

JournalistMargaretSimonsdescribedthedecisiontocoverBeaconsfieldratherthantheBudg-etasachoicebetween“themoneyorthemiracle”(Simons,Newhouse&Crikeycorrespondents,2006).Whileclearlyanimportantstory,theBudgetlacked“theelements”ofBeaconsfield,whatChannel7newsdirectorPeterMeakinreferredtoas“thebittersweetstory”(quotedinMeade,2006).Onceagain,Simonssawthisasasignificantchangeintheroleofprintmediafollowingtheintroductionofonlinenews.“Morethanever,”Simonsconcluded,“(P)eoplearelookingtopapersfordepth,ratherthannews.”(Simons,Newhouse&Crikeycorrespondents,2006,empha-sisadded).Beaconsfieldthushighlightsthewaysinwhichnewspapersareincreasinglybecomingadjunctstotelevisionandonline.The“newness”or“currency”ofnewsbecomestheprovinceoftheelectronicmedia,withtheprintmedialefttofillinthedetails,offerperspectivesandprovidebackground.Inthiscase,Channel7,throughitsmorninginfotainmentprogramSunrise,wasthefirsttobreakthenewsthattheminerswereout.

Inablazeofcameralightsthetwominersemerged,armsoutstretchedtriumphantly,andwereledtowaitingambulanceswherethemediapackcircled.AccordingtojournalistTonyWright,beforeRussellhadevencomeoutoftheminehehadaskedifhecouldmeetDavidKoch,thehostofSunrise:“TellthefatbastardIwanthimherewhenIcomeout–I’vegotsomethingforhim,”Russellsaid(Wright,2006b,p.279).ThemineralreadyfeltaconnectionwithKochfromyearsofwatchingSunriseattheendofhisnightshift.“Inasmalllifeinasmalltown,Kochloomedlargefromthescreen–alinktoawider,moreinterestingandlight-filledworld.”(Wright,2006a,p.25).Onhiseventualrelease,RussellallegedlyshoutedouttoKochandwavedhimovertotheambulance.Andso,inaclassiccaseofthejournalistimposinghimselfintothedefiningmomentinhistory,Kochjumpedintothebackoftheambulancewiththefriendhehadnevermet,wheretheoverwhelmedminergreetedthemediacelebritywithgraceandgoodcheerandhandedoverhismostprizedpossessionofthemoment,hisminers’identificationtag2.SunriseproducerMarkBolandlaterdefendedKoch’s“rawemotion”andclaimedtheambulanceincidentwassponta-neous,with“noexpectationbeyondameetingatsomestage,anythingcouldhavehappened”(quotedinMeade,2006).

BackatChannel9headquartersinSydney,Nine’sCEOEddieMcGuirewatchedthehistoricmomentonaplasmascreen.Hestrippedoutofhisdesignercorporateclothes,pulledonaweek-endjumperandbootsandheadedforBeaconsfieldinhiscorporatejet,turningupatthelocalBeaconsfieldbarandsettingdownatab.WhileMcGuireisquotedashavingbeeninBeaconsfield“tosupportcolleaguesafterthedeathofjournalistRichardCarletonattheminesite”(Westerman,2006),rumourscirculatedthatMcGuirehadalreadybeennegotiatingwithAustralianWorkers’UnionheadBillShortento lobbyforaNineexclusivewith theminersandthatwhenhesawKochbeingwelcomedintothebackofRussell’sambulance,McGuirerealisedheneededtogotoBeaconsfieldhimselftocounterKoch’sinfluence.

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McGuirefirstappearedatBeaconsfield ina livecross toA Current Affair reporterMartinKingatalocalbar.Steppingoutofthebackground,McGuireisseenchattingwithlocals,suit-ablydressed for theoccasion.According tobothYoung andMeade,McGuire announcedhispresenceatthebarbysaying:“IamcomingoutofretirementtohostonemoreFooty Show hereinBeaconsfield…Freedrinksonme.”(Young,2006)PaulLeeds,mediabuyerStarcomexecu-tive, identifiedMcGuire’sstylehereasbeingquitedifferent to thatofothermediaexecutivesbecauseofhis“onairexperience…Eddiehasahighpublicprofileratherthanbusinessprofile…That’sthemajordifference”(Westerman,2006),leadingThe Age’sHelenWestermantoques-tionwhetherChannel7hadbeenoutmanoeuvredby“theEddieMcGuirecultofpersonality”(Westerman,2006).

McGuire’sroleascelebrityCEOhadseveralimplications.First,hewasatonceacommodity(asacelebrity)responsibleforothercommodities(asaCEO).Hecouldusehiscelebritytoben-efitthenetwork,butthefacthewasCEOalsomeanthecouldtrumptheothercelebritiesonhisnetwork.McGuireacknowledgedthisatthetimewhenhesaid:“Ifitmeansthedifferencetoget-tingawin,medoingsomething,youdon’thavetoaskmetwice.”(Westerman,2006)Similarly,MichaelSmith,ofInsidePublicRelations,explainedthatMcGuirehadabigadvantageoveracelebritysuchasSunrise’sKoch,inthat“Eddiecandothewholeboxanddice.He’stheboss”(Westerman,2006).ThecelebrityCEOcouldthereforematchthe“powerofinfluence”normallywieldedbythecelebritywithgenuineeconomicpower.

A Footy Show exclusiveThismeantthatToddRussellandBrantWebbwouldmaketheirfirstmediaappearanceaday

afteremergingfromthemine,notonanewsorcurrentaffairsprogram,butonMcGuire’sTheFooty Show.ThechoiceofThe Footy ShowastheframeforalivecrosstoChannel9’sBeacons-fieldbenefitconcertwasprimarilymotivatedbytheinvolvementofMcGuire(bothastheformerhostof theshowand,allegedly,becausepartofhis“rapport”with theminerswasdevelopedthrough tradingstoriesabout football),by the timingof theevent (thiswas theearliest in theschedulethatNinecouldhavearrangedsuchaconcerttobescreened)andbytheinterestsoftheminersthemselves(bothofwhomweredevoteesoftheAFL;Beaconsfielditselfisdescribedas“afootballcommunity”).

Therewasthereforeadisjunctionthatthebenefitconcertappeared,exactlythesame,onboththeAustralianFootballLeagueandtheNationalRugbyLeagueFooty Shows,whicharescreenedindifferentstatesofAustraliadependingonwhichfootballcodedominates.Indifferentpartsofthecountry,theeventwasframedbyeithertheAFLorNRLFooty Show–eventhoughthelogothatappearedonstage,thepresenceofMcGuirehimselfandtheinterestsofBeaconsfieldwereallclearlyfilteredthroughtheAFL.ItwasRussellandWebb’sappearanceonThe Footy Show,ostensiblytothanktheirrescuersandAustralia“fortheirsupport”(accordingtoA Current AffairHostTraceyGrimshaw,quotedinMeade,2006),thatmarkedthemostprofoundshiftinthewayBeaconsfieldwasreported,underscoredbythefactthatitwasbrandedas“a Footy Showexclu-sive”(asannouncedon-airandrepeatedinsourcessuchasWesterman,2006).ByappearingonThe Footy Show,BrantandRussellbecameakintoanyothertalentappearingontheshowandthestorybecameakintowhatHirstandPatchingrefertoas“newstainment”,theway“newsinforma-tionisbeingsteadilydilutedwithentertainmentvalues…tothepointthatitisbecomingimpos-sibletotellwherenewsendsandentertainmentbegins”(Hirst&Patching,2005,pp.269-270).

BeforeBeaconsfield,“newstainment”wastheprovinceofsatire,butwithRussellandWebb’sappearanceonThe Footy Showthenewsstorysuddenlyspilledoutsidethecategoryofnewsandbecamevariety.Newswaspackagedasentertainment,asanothersegmentofthevarietyshowthatisThe Footy Show.ThetwoFooty Showsreceivedanaudienceof1.570millionnationally

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–buttheratingsnonethelessserveasareminderthatthisremainedanewsstoryandnewsvaluessuchas“proximity”cameintoplay.TheclosertoBeaconsfield,thebetteritrated–705,000(1inMelbourne),394,000(5inSydney),top10inBrisbane(with201,000)andAdelaide(154,000),butonly116,000inPerth(number14inthemostwatchedprograms)(allratingssourcedfromOztam).Thisalsohadtheeffectofsubordinatingnewstothegeneralprinciplesoftelevision(flowanddelay3),wheretheaudience’sconsumptionofRussellandWebb’sstorywasdelayed(bythebiddingwar,bythewaitfortheexclusiveinterview)andyetflowwasmaintained(throughtheappearanceonThe Footy Show).

Inmanyways,thismade The Footy Showakindofauditionpiecefortheminers,awayoftestingwhethertheywere“worth”thepriceofabiginterview,howwelltheyrelatedtoanaudi-enceandateaserforthemainevent–thehighlypricedinterviewitself.AsDyerputsit:

TVproducerssaythatit[The Footy Showappearance]willalsobealowcostwayofscreen-testingthetwominerstoseewhatsortofTVtalenttheyareandwhetheritwillbeworthpayingalotofmoneyforexclusiverights.TonightcouldshowthatoneorbotharenaturalTVtalent…ConsidertheFooty Showstonightatrialrun…(Dyer,2006)

Onceagain,newsvaluesweresubordinatedtonotionsofentertainment.

Furthermore,The Footy Showappearancepromptedwidespreadmediaspeculationthattheminers’futuredealscouldbe“devalued”,andthereforemarkedthefirsttimethestorywasdis-cussedinpurelyeconomicterms.MichaelSmith,ofInsidePublicRelations,sawitastherightdecisionforthementotake:“Theycan’taffordtositaroundforweeks,anditgetsthethank-yousoutoftheway”(Westerman,2006),andMcGuirehimselfconcurredwhenhesaid:

ThisisjustanamazingstoryandIdon’tthinkitdevaluesitatall…Tobeper-fectlyhonest(theirappearance)showswhatrippingblokestheyare…Inthepastwe’veseenpeoplegofromherotozerointheseTVbiddingwars.Theseblokesarejustnaturalblokes…iftheylosesomemoneytonight[withThe Footy Show appearance]they’renottooworried,becausethey’reactuallycomingdowntoraisemoneyfortheircolleagues.(quotedinHolroyd,2006)

Butofcoursetherealprize,theexclusiveinterview,hadyettobesecured.Asanothernews-paperjournalist,Sydney Morning HeraldcolumnistDominicKnight,putitinanop-edpieceonMay17:“Whowantstoselltheirstoryfor$3million?BrantWebbandToddRussellmustfeelthatsurvivingundergroundfor320hoursisnothingcomparedtodealingwiththemediafeedingfrenzy.AlltheusualsuspectscaughtthefirstflightdowntoBeaconsfield,circlinglikesharksatthefirstwhiffofpotentialheroicrescue.”(Knightley,n.d.)

WhiletherehasalwaysbeenarivalrybetweenAustralia’scommercialtelevisionstations,inthepasttwoyearstheratingswarbetweenChannels9and7hasbecomeincreasinglyintense.TraditionallyNinehasbeenvirtuallyunassailable–asreflectedbyitsnetworkslogan,“StilltheOne”–particularlyinnewsandcurrentaffairs,whereasSeven’sstrengthhascomefromlocaldramaandsomeimportedproduct.ButthesuccessofSeven’smorningnewsprogramSunriseandits5.30pmgame-show(Deal or No Deal)lead-intothenewsallowedSeventowresttheleadfromNineinthelatterpartof2005(OzTam,n.d.;enews,n.d.).By2006,thishadcarriedovertotheall-important6.30pmcurrentaffairsarena,whereSeven’sToday Tonight startedtoregularlyoutperformNine’sA Current Affair4(Oztam,n.d.;enews,n.d.).BeaconsfieldfurtherhighlightedNine’s slip in the ratingswhenSeven, togetherwith theother commercialnetwork,Ten, andmulticulturalbroadcasterSBSandpublicbroadcasterABC,votedagainstNinebeingthepoolbroadcasteratBeaconsfield5.

ThustherewasmorethanonerescuegoingonatBeaconsfield;EddieMcGuiresawaBea-consfieldexclusiveaspotentiallyrescuingtheNinenetworkitself.AsDominicKnightsaid:“The

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Footy ShowraisedmillionsofdollarsforBeaconsfield,butatthesametimerescuedanotherdirecharitycase,Nine’sratings,”withKnightcynicallygoingontosuggestthat:“Thiscouldprovidethenetworkwithasuccessfulnewdirection.Whereverthere’sadisaster,Eddieshouldflyin,buyaroundandraisemoneyinaspecialcharityeditionofTV’sleastsensitiveshow.”Moreparticu-larly,mediaanalystSteveAllendescribedtheBeaconsfieldexclusiveasthe“circuitbreakertobringpeople,thepublic,backtorealisingthatNinearenumberoneincurrentaffairsandnews”(Glanville,2006).

Thenewsstoryhadshiftedfromtherescuedminerstothenewanddesperatemediaracetosecuretheexclusivetelevisioninterviewand,asnotedattheoutsetofthisarticle,thiswascon-firmedduringThe Footy Showwiththefollowingexchangeattheendoftheminers’thankyouspeech:

EddieMcGuire:Todd,I’vegottaaskyouthough–I’dgetsackedasthejourno–I’dhavetofronttheCEOtomorrowifIdidn’taskyouaquestionaboutwhatitwaslikedowninthatmine.

ToddRussell:Listenmate–Tellmehowbigyourchequebookisandwe’lltalk.

BrantWebb:Faircall.

[Eddiesmilesandlaughs,crowdapplaudsandcheers.]

ThefollowingTuesdaythewaitwasover–afterabriefbiddingwarbetweenNine,Sevenandvariousagencies,McGuire’schequebookprovedtobethebiggest:theminers,representedby22Management’sSeanAnderson,finallysignedwithChannel9andPBLinanexclusivedealestimatedtobeworthbetween$2.6and$3million6.Theinterviewairedasatwo-hourspecialentitledThe great escapefrom8.30pmto10.30pmonSunday,May21,2006,hostedbyA Cur-rent AffairpresenterTracyGrimshawandcomplementedbyexclusiveinterviewsinPBL-ownedmagazines–Woman’s Day,theAustralian Women’s WeeklyandThe Bulletin.TheminerswerealsoexpectedtoreceiveadditionalincomeafternegotiatinginterviewsonAmericanABCnet-work’sGood Morning AmericaandPrimetimeprograms,withpotentialmulti-milliondollarbookandmovierightsdealsexpectedintheUS(although,ultimately,thesenevermaterialised)7.

HavingsignedonthedottedlinewithNineandPBL,RussellandWebbandtheirfamilieswereimmediatelyquarantinedfromallotherAustralianmediaoutlets.PlansforRussell’smothertoappearatChannel7’sSunrisefundraisingconcertwerequashedbyNine,andallmembersoftheRussellandWebbfamilieswerebannedfromattendingthelivebroadcast.RussellwasevenpreventedfrominvitingSunrisehoststohishomeforafarewellmorningteaandtoldinnoun-certaintermsthatNinewouldtearupitsdealifhedidso.

DespiteDavidKoch’stripinthebackoftheambulancewithRussell,McGuire’sofferhadsecuredthedealforNine.ThemultimilliondollarquestionwaswhetherNinecouldrecoupitsmoneyaswellasthesubstantialcostsofitsnewsandA Current Affair coverageinBeaconsfield–nottomentionThe Footy Showconcert.

Theydidso, inpart,byrelyingonthepublishingarmofPBL.ACPpublishedtheminers’storyinThe Bulletin,decidingthatthestorywastoo“blokey”forWoman’s Day.The BulletinwastobeprintedontheSundayeveningtocoincidewiththetelevisionspecialandwouldbeonthenewsstandsthenextday,whileWoman’s Day,whichwouldtellthefemalestoryofthedisasterwithinterviewswiththeminers’families,wouldalsobeprintedontheSundayforsaleonMon-daymorning.Ultimately,theminersfeaturedinthreecoverstoriesinThe BulletinandacoverfeatureeachinWoman’s DayandAustralian Women’s Weekly.

Nine’susualadvertisingratesforahalf-minutespotadvertisementonSundaywerejustunder$75,000foradvertisementsscreenedduringcrimeshowCSIandabout$50,000forCSI Miami.


That isa rangeofaround$90,000 to$145,000orsoaminute.Onthenight theBeaconsfieldinterviewwastorun,themediaconglomeratedoubleditsusualadvertisingrates,liftingthemto$100,000fora30-secondspotfortheCSI Miamitimeslot(Greatsumsofmoney,n.d.).AsPhil-lipsnotes:“With24minutesofcommercialsscreenedduringthetwo-hourprogram,thenetworkisexpectedtorakeinatleast$4.5million.”(Phillips,2006)

“The great escape” interviewThechoiceof title for theexclusive,The great escape,was interesting.Allegedlyderived

fromacommentbyBillShorten8,“escape”ratherthanthemoreaccurate“rescue”hadtheaddedcommercialbenefitofplacingagencyinthehandsoftheminersthemselvesratherthantherescu-ers,perhapsjustifyingtheexclusiveinterviewwiththeminers(andthereforetheexclusionoftherescuers9).The great escapethemewasmaintainedthroughtheheadlineonThe Bulletin (May16,2006),throughNineandPBL’sreportageoftheeventandthroughouttherestofthemediacoverage(forexample,The Mercury,May22,2006).ThefirstBulletinstory,“Dayofreckoning”,mappedthewaythestorieswouldrun,movingfromaconsiderationoftheunion/safety/mineis-suestofocusontheminersthemselves;therepackaging/additionalcoverofthemagazine“Thegreatescape”(ratherthantheoriginalcovertitle“Manmadedisaster”)reflectedthechangeinfocus,whilethesubstitutionof“Souveniredition”for“Specialedition”markedthechangeinthewaythenewsstorywouldsubsequentlybereported.Thisalsoallowedtheminerstobefoldedintodiscoursesofheroismandmateship,bothbyChannel9andbytheAustralianGovernmentatalavishreceptioninCanberraonMay29,2006,fortheminersandtheirrescuers.Endlessreportsrefertothe“million-dollarmineheroes”,but,asTomnotes,thisis“adumbidea.Survivingtwodarkweeksofdefecatingintoahelmetinanoozingsubterraneancrevicedoesn’tmakeyouhe-roic.Inventive,resilientandphenomenallylucky,maybe,butnotheroic”(Tom,2006).Bothmin-ersacknowledgedthisattheParliamentaryreception,whereWebb(forgettinghisscript)statedthat:“We’renotheroesofcourse.Thepeoplethatsavedusaretheheroes”andRussellagreed,sayingthat“they’rethetrueheroes”.

ButNinehadmade a substantial investment, and The great escape interviewwouldhavetoliveuptothehype,regardlessofwhattheminershadtosay.SodidNinegettheirmoney’sworth?AccordingtoeNews,inastoryheadlined“Miners,GrimshawbringhomethebaconforNine”,theshowdrewenoughviewerstomakeitworthwhile,butperhapsnotquiteasmanyasNinewouldhavewanted:“Theprogrampeakedat3.037million:Seven’sDancing with the stars frommemorypeakedat3.07million.TheaudienceinMelbourneaveraged883,000comparedtoSydney’s786,000.”

ToddRussellwassardonic,BrantWebbwasasoft-edgedjoker.Whatdidthepubliclearnthattheydidn’talreadyknow?Thattheywerepreparedtocutoffeachother’slegs,andthatRusselltouchedthehandofthemanwhofirstfoundthem.Thenthereweretheiraccountsofwritinglet-terstolovedonesonsweat-soakedarmsandscrapsofcardboard,thelaconichumourthatthenPrimeMinister JohnHoward referred toasbeing indicativeof theirAussiemateship.Asonecommentatorputit:“Theywereclearlythebestsortofdown-to-earthblokes.”Andforthefirsttimetheaudiencelearnedthatitwasnotabigrockabovethembut,intheirwords,awholelotofrocks,smallandmedium.Theaudiencealsolearnedhowdesperatetheirpredicamentwasinthedayorsoafterthecollapse,withbothmenpartlycoveredbyrocksanddirtandhavingtodigthemselvesout(ledbyWebb).Butabsentwerethestillimagestheyhadtakenofthemselvesunderground;theywerebeingkeptforthebook,whichsubsequentlywasreleasedasBad ground(Wright,2006b).

Ninehaditsscoop,andrecovereditscosts.Theminersmademoneybytellingtheirremark-ablestoryofsurvivaltotheworld.Theaudiencefoundoutjustwhathadgoneonunderground.

AJR 30(1) 10�

Butmanymediaanalystsremainedconcernedbythecontinuingdominationofchequebookjour-nalisminbighuman-intereststoriesinAustraliannews.

Chequebook journalism – the dilemmaAquestionthatoftenarisesindiscussionsaboutchequebookjournalismiswhetherthemedia

thatmissoutonanexclusivebegintoseeaoncedesirablenewscommodityinadifferentlight.Somearguethat,asinanycommercialtransaction,thepartythatmissesoutonalucrativedealfeelsbetrayedandthissenseofbetrayalcanbereflectedintheangletakenonthenewsstory.Thecompetitivenatureofjournalismmeansthateveryjournalistwantstobetheonetogettheexclu-sive,thescoop,andwhentheymissout,theobjectoftheirnewsintereststartstoveryquicklywane.Fortheaccidentalcelebrity,their15minutesoffamehasstartedtickingdown…

Clause7oftheMEAAAJACodeofEthicsacknowledgesthepracticebymediacompaniesofpayingforinterviews,pictures,informationorstoriesanddoesnotprecludechequebookjournal-ism–althoughthe1990sReviewCommitteerecommendedtheautomaticdisclosureofpaymentstosources(EthicsReviewCommittee,1997,p.40).Inrelationto“non-celebritieswhoareassoci-atedwithanewsworthyevent,oftenatragedy”,thecategoryintowhichbothRussellandWebbclearlyfall,theReviewCommitteealsoraisedthequestionofwhether“solongasotherrelevantethicalstandardsaremet,havepeoplearight,ineffect,to‘commodifytheirsuffering’?”(EthicsReviewCommittee,1997,p.40).

TheAustralian PressCouncil is currently considering questions arising from chequebookjournalism.AccordingtoAPCindustrymemberChrisMcLeod(2005),“thechequebookcarriestheday,sadly,usuallyattheexpenseofgoodjournalism”.

Theargumentagainstchequebookjournalismsuggeststhatpayingsomeonetotelltheirstorycanencourage themtodistort the truth.Theaccidentalcelebritywho is thrust into thepublicspotlightthroughtriumphortragedymayfeelobligedtoembellishtheirstory,ortheymayfeelpressuredtoexaggerateorlieabouttheirstorytomakeitmorenewsworthyorsensationalbe-causetheyfeelacertainobligationtothepeoplewhoarepayingthem.

Oneof themostseriousconcernsaboutchequebook journalismis thatcriminals–orsus-pectedcriminals–couldprofitfromsellingtheirstoriestothemedia.WhensecurityguardKarenBrownallegedlyshotandkilledamanin2004afterheattackedandrobbedher,Today Tonightof-feredher$100,000foranexclusiveinterview.Brown,whowaslaterchargedwithmurder,spoketotheTVprogrambeforebeingformallyinterviewedbypolice.Thispromptedthethen-DirectorofPublicProsecutions,NicholasCowdrey,QC,toattack“chequebookjournalism”,sayingitwasinterferingwithjustice(Connolly,2004).

InBritainin2003,fivemenchargedwithplottingtokidnapVictoriaBeckhamwalkedfreeafteritemergedthatawitnessatthetrialhadbeenpaidforfeedingnewstoaBritishnewspaper.BritishjudgeSimonSmithsaidthecasehighlightedthedetrimentaleffectthat“chequebookjour-nalism”mighthaveonprosecutions(Connolly,2004).AccordingtotheUK’sPressWise(nowMediaWise),“enticingpeopletosupply‘exclusive’informationwithoffersoflargesumsofmon-eyisaperniciouscorruptionofthenotionofpressfreedom,especiallysincetheprimarypurposeisusuallytoboostthecirculation/profitsofanewspaper–orinthiscaseatelevisioncompany”(PressWiseOnline,2006).PressWisearguesthatthepurchaseofan“exclusive”whichhastheeffectofrestrictingaccesstoimportantinformationorlimitingthechoiceofthepublicshouldbeavoided.Crikey.com.au’sStephenMaynesimilarlyclaimsAustralianjournalismisbeingcom-promisedbychequebookjournalism.Mayne,thefounderofoneofAustralia’smostsuccessfulindependentmediaoutlets,iswellknownforexposinganddiscreditingwhathecallsa“grubby”practice.HesayschequebookjournalismisamajorcorruptinginfluenceontheAustralianmedia,


andthatthepracticeleadstocompromisedinterviews,wherejournalistswhohaveaccesstopaidtalentdonotaskallofthetoughquestions.Hesays:“Youseechequebookjournalismdistortingcourtprocesses,criminalsanddodgycharactersprofitingfromitandbeingpaid.”Maynearguesthat chequebook journalism corrupts the public interest function of journalism: “Independentjournalismandgoodjournalismisnotcompromised.It’snotboughtandit’snotsold.Idothinkit’sinappropriateandthemediaindustry,particularlythetelevisionstations,shouldgettogetherandbanit.”(Laniganetal,2006)ThatiswhatTVnetworksdidintheUSfollowingPresidentRichardNixon’saccusationsduringtheWatergatescandalthatpeopleattackedhimonTVonlybecausetheywerebeingpaidtodoso.Thenetworkbossesissuedanedict–nomorepaymentforpeoplebeinginterviewedfornewsorcurrentaffairsprograms(Knightley,n.d.).TheoppositeappearstobethecaseintheUK,whereallbroadcasters,includingtheBBC,payforinterviewswithexperts–notonlyoncurrentaffairsprogramsbutalsoonnewsprograms.

Ironically,oneof theWesternworld’smost respected journalists,PhilipKnightley, arguesthatchequebookjournalismisnotthedangersomeclaim,andthatinfactitisonlyfairtopaythesourceofaninterviewwhen“everyoneinthestudio(is)beingpaidexcepttheonepersonwith-outwhomtherewouldbenoprogramme”(Knightley,n.d.).Knightleyclaimsthat:“InBritain,France,Germany–alloverEuropeinfact–televisionpayspeopleforinterviewswhethertheybefornews,currentaffairs,chatprogrammesordocumentaries.Iftheywantyoutheypayyou,andthemoredesperatelytheywantyouthemoretheypay.”(Itshouldbenoted,however,thatKnightley’scommentswereprecipitatedbyhisownfuryatanAmericanTVproducerrefusingtopayhimforaninterviewwiththeresponse:“AmericanTVcompanieshavebanned‘cheque-book’journalism.”)Knightleyarguesthatitis“impossibletolaydownhardandfastrulesaboutchequebookjournalismbecausejournalismisananarchiccalling”.Hesays:“Thetruthisthatsomeofthebestjournalism–ifyoudigalittlebehindthescenes–turnsouttohaveacheque-bookelementtoit.Inanidealworldeveryonewhogaveinformationtojournalistswoulddosoforaltruisticmotives.Butlifetodayisnotlikethat.Informationisavaluablecommodityandinamarket-orientedworldjournalistssometimeshavetopayforit.”(Knightley,n.d.)In1993,KnightleyadmittedthathepaidaSovietairforcegeneral£2000forthestoryofhisroleintheCubanmissilecrisis30yearsearlier;andhealsopaid£500toaKGBcolonelforacopyofthefileofSidneyReilly(of“ReillyAceofSpies”TVfame).ButhedidnotpayacenttoBritishspyKimPhilbyforsixdaysofinterviewsinMoscowin1988:“BecauseItoldhimthatifIpaidhimIwouldhavetoannounceitandthennoBritishnewspaperwouldprintthestory–‘bloodmoneytoBritishtraitor.’Philbyunderstood.”

Oneofthestrongestargumentsagainstchequebookjournalismisthatthewealthiestmediaorganisationswillmonopolisethenewsandsecuretherightstothebeststories.Knightleyadmitsthisisso,sayingthatinBritainitiswell-knownthattheMailorganisationandtheMurdochgrouppaythemostandtheGuardianandtheIndependentgroupstheleast,soanyonewithastorytosell–unlesstheyareideologicallymotivated–goestotheMailorMurdoch.“Youcannotbuckthemarket[…]Andletusnotforgetthatthisisthegreatinformationage.Whyshouldjournalismalonebebannedfromtradinginit?”(Knightley,n.d.)

ConclusionWhatmakesBeaconsfieldauniqueeventintheevolutionofchequebookjournalisminAus-

traliaisthewayitwassoopenlyreferredtoonThe Footy Show–andthereactionitproducedfromtheaudience.FormerSydney Morning HeraldeditorDavidBowmancriticised the1944AJACodeofEthicsforitsfailuretodealwithpublicconcernsaboutprivacyandchequebookjournalism.Butatthesametime,hesuggestedthatjournalists“havenochoicebuttoabide,byandlarge,byethicsacceptedbythepublic”(Bowman,1983,p.37).Whatthenarewetomakeof thepublic’sethics following theaudienceresponse toRussell’scommentaboutMcGuire’s

AJR 30(1) 10�

“chequebook”with,asTomdescribesit,“analmightycheer”?(Tom,2006).WhileDalesuggeststhemotivationforthisresponsemighthavebeenthat“theaudiencewasmadeupofBeacons-fielderswhorelishedthe thoughtofacoupleof local ladsscrewingbigmedia typesfromthemainland”(Dale,2006),itseemsmorelikelythatwhenRussellarticulatedhisdesiretomakesomeseriousmoneyfromhisandWebb’sextraordinarystoryofsurvival,theAustralianpublicrealisedthatwinningLottowasnottheonlywayforordinarycitizenstomakemillions–aslongastheyhadanextraordinarystorysetinthecontextofaratingswar,theyalsohadtheopportunitytomake,inaccountancyterminology,substantialwealthgrowth.

AnotherquestionthatBeaconsfieldraisesiswhatisactuallybeingcommodified–the“suf-fering”(thestory)ortheminersthemselves?RusselllashedoutatcameramenwhileattendingaBridgenorthParrots footballgameinnorthernTasmaniaasking themto“leavemealone…havesomerespect”,andMeadeandRintoulsuggestthatforRussell,“sellinghisstoryformil-lionsmeanshehasnoprivacy,notsosoonafterAustraliahasclaimedhimastheembodimentofcourage,notsosoonafterhehasbecomepublicproperty”,referringtotheminersas“themostsought-aftermediacommodityon,itwouldseem,theplanet”(Meade&Rintoul,2006).Throughthecommodificationoftheirstories,RussellandWebbhavethemselvesbecomecommodities,and“celebrities”too:theyappearinasongontheFooFighters’latestalbumandmostrecentlyappeared,ascelebrities,toendorseBillShortenasaLaborcandidate.

InallofthesewaysBeaconsfieldmarksanimportantpointintheevolutionofchequebookjournalisminAustraliaandtheincreasingsubordinationofnewsvaluestothedemandsofen-tertainment.AlthoughRussellandWebbhaveslippedoutoftheheadlinesandtheBeaconsfieldminedisasterhas,moreorless,playeditselfoutasanewsstory,therepercussionsofhowBea-consfieldwasreportedwilllingerwithusforsometimetocome.

Notes1.Crikey.com.aunotesthat“theBeaconsfieldstoryreallybrokeattheworsttimefornewspa-pers”(Simons,Newhouse&Crikeycorrespondents,2006).

2.ThisisanimportantturningpointintheBeaconsfieldstory,intermsoftheethicalquestionsitraises,theimportanceofcelebrityandtheresultingappearanceofMcGuireonthescene.KochdescribedtheeventhimselfonSunrisewhenheansweredamessagefromaviewerwhodescribedtheactas“disgusting”.Kochreplied:“You’llbewaitingforalongtimemate,ifyouwantanapology…Look,Imightbeaboofheadsometimes,butI’mnotabigenoughboofheadthatI’djumpafenceandjumpintoanambulanceuninvited…Basically,thestorybehinditisthatwehavegottoknowTodd’sfamilyprettywellbecausethey’reallbigSunrisefansandTodd’sahugeSunrisefan,asweremanyoftherescueworkers,andhewouldsendupmessagestousthroughtherescueworkersandwewouldsendrepliesbackandthedaybeforeyesterdayhesentamessagesaying‘tellthatfatuglysoandso…tobeatthegatewhenIcomeoutintheambulance’.”(quotedinMeade&Rintoul,2006)Kochtellsasimilarstoryinhisappear-anceontheABC’ssatiricalnewsseries The Glass House anditisconfirmedinWright(2006b,p.278).WrightalsoimpliesthattherealturningpointwasthedeathofRichardCarleton(seebelow).

3.Flowanddelayarederivedfromthenotionthattelevisionisacommoditythatisnevercompletelyconsumed.Flowismaintainedthroughscheduling,advertisingandnarrativestructureencouragingaudiencestocontinuetheirconsumptionfromonemomenttothenext.Butcompleteconsumptionisindefinitelydelayedbycommercials,narrativedevelopmentsandscheduling.


4.Forexample,accordingtotheOzTamratingsduringtheBeaconsfieldevent,onWednesday,May10,2006,Seven’s Today Tonightwasthemost-watchedprogramofthenightwith1.741millionviewers,almosthalfamillionmorethanACA’s1.32million.SevenNewscamesecondwith1.653million,toNine’s1.349million.Thatmorning,Seven’sSunriseearned549,000,wellaheadofNine’sTodaywith266,000viewers.OnMonday,Sunriseearned544,000view-erstoToday’s368,000.OnTuesday(thedaytheminerswerereleased),Sunriseearned839,000comparedwithToday’s529,000andChannelTen’smorningnews50,000.Atonepoint,Sun-rise’sfigurespeakedat1.02million,closetothreetimesthenormalpeakforthattimeofday(allfiguresfromOzTamandenews).

5.Ironically,inaccordancewithpolicerules,theactualmomenttheminerswerereleasedwascoveredbyasingleTVcameraandonestillsphotographer.

6.Whilethefinalfigureremainsunclear–mostestimatesplaceitat$2.6million–onewouldassumeitwouldactuallybeinexcessofthe$2.75millionofferedbySevenandNew Idea(seeHealey,2006).

7.FormoredetailonBeaconsfieldasamediaeventseeBainbridge(2008).

8.ShorteniscreditedwithtellingtheNineNetwork,followingRussellandWebb’srelease:“Thegreatescapeisover…agiantrockofpressurehasbeentakenoffthesefamilies.”(Ry-croft,2006).

9.OneofthefewplacestherescuersdidappearwasonABC’sThe 7.30 Report,wherePeterHatswellfromNSWMinesRescueServicewasinterviewedbyPaulLockyer(Lockyer2006),andinThe Age (Miner’stalefromthebowelsoftheearth,May13,2006).TherescuersaregivensomemoreattentioninWright(2006)andwerefeaturedona2007episodeofAustralian Story.LarryKnight’sfamilywasalsofeaturedonanepisodeoftheseries.

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AuthorsNicolaGocandJasonBainbridgeteachintheJournalism,MediaandCommunicationsprogramattheUniversityofTasmania,Hobart.