Have you ever read a news article and notice, in all-caps, bold font, the word EXCLUSIVE preceding the headline? You've stumbled upon a journalist's much-sought-after prize: an exclusive.
An "exclusive" is a news story, information, or interview that a particular media outlet is the first to obtain and report. The term is used to describe content that is not available to other media outlets, giving the outlet that obtained it a competitive advantage in the industry.
Media outlets often strive to obtain exclusive stories or information that their competitors do not have access to. This can boost their standing in the industry by attracting more readers, viewers, or listeners, and ultimately generating more revenue.
Outlets note their exclusives in their own style. Top Left: Reuters. Top Right: AP. Bottom Left: Wall Street Journal. Bottom Right: Fox News.
There are several reasons why a media outlet might get an exclusive. One reason is that the outlet has established a strong relationship with a source who trusts them and is willing to provide them with information that they wouldn't give to other outlets. Another reason could be that the outlet has invested significant resources in investigative journalism, which has led to the discovery of information that no one else has access to.
In some cases, media outlets might also pay for exclusives. This is typically more common in the world of public relations, celebrity gossip or tabloid journalism, where outlets will pay for photos or information about a celebrity that no one else has. However, this practice is generally frowned upon in the wider media industry, as it can compromise the integrity of journalism and lead to the spread of misinformation. At least, it used to be.
Occasionally, multiple outlets can collaborate together to publish an exclusive. This was the case with the Panama Papers. In 2016, an anonymous source leaked millions of documents from a Panamanian law firm, revealing how wealthy individuals and corporations use offshore accounts to avoid paying taxes. The story was a collaboration between dozens of media outlets and resulted in numerous investigations and resignations.
Another example of collaborating for an exclusive is the Cambridge Analytica scandal. In 2018, The Guardian and The New York Times published stories about how the political consulting firm Cambridge Analytica had harvested data from millions of Facebook users without their consent. The scandal led to increased scrutiny of social media platforms and their use of user data.
A more traditional example of a high-profile exclusive story is the New York Times's reporting of the Harvey Weinstein allegations. In 2017, the New York Times published the explosive story about allegations of sexual harassment and assault against Hollywood producer Harvey Weinstein. The story led to the #MeToo movement, which sparked a global reckoning on sexual misconduct in the workplace.
Harvey Weinstein turned himself in to the New York Police Department in May 2018. Credit: AP Images.
Occasionally, in the pursuit of getting the exclusive and being the first to report a story, journalists have reported on high-profile exclusives that have turned out to be wrong. Here are a few examples:
- Rolling Stone's UVA rape story: In 2014, Rolling Stone published an article about an alleged gang rape at the University of Virginia. The story was based on the account of a single source and was later found to be riddled with inaccuracies. Rolling Stone retracted the story and apologized.
- Brian Williams Iraq War story: In 2015, NBC News anchor Brian Williams admitted that he had falsely claimed to have been on a helicopter that was shot down during the Iraq War. Williams was suspended from his job and later demoted.
- CNN's Trump-Russia story: In 2017, CNN reported that congressional investigators were looking into a Russian investment fund with ties to associates of President Trump. The story was later retracted when it was found that the information was incorrect. As the Mueller report later revealed, all of the Trump-Russia hysteria was one giant "nothing-burger."
- The Russia bounty story: In 2020, NBC News first reported that Russia had paid bounties to Taliban fighters to kill US troops in Afghanistan. The story was later called into question by intelligence officials and some reporters who found that the evidence was not conclusive.
Exclusives are powerful tools to help a journalist or outlet set themselves apart in an industry where notoriety is currency. But, like any powerful tool, it must be wielded responsibly. One high-profile case of misinformation and careers can be derailed.
Above all, it's important for journalists and media outlets to maintain ethical standards and ensure that their reporting is accurate and reliable, regardless of whether they have an exclusive or not.
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