WJXT anchor Jennifer Waugh recoils against Lenny Curry ad

Two weeks ago, we reported on a Lenny Curry ad that WJXT TV refused to run, on the grounds that it used quotes from its news personalities to support its claims about the Alvin Brown Campaign.

With longtime anchor Tom Wills describing the station as “caught in the crossfire” of the “first attack ad from the Mayor’s race,” WJXT ran a story during the 6:00 p.m. newscast that addressed the controversy. The reporter, Jacksonville fixture Jim Piggott, claims that because the ad was paid for by a PAC, WJXT does not have to run it. Piggott went on to claim that Curry may form another PAC to run the ad, or “another type of committee made up of several political candidates” (a “3 Pack” tactic we’ve already seen from Brown’s side) to run the ad. Piggott then claimed that if the ad complies with federal law, the station would be “required to run the ads.”

Bob Ellis, the general manager of the News4Jax/WJXT operation, issued a statement regarding the ad.

“We expressed our displeasure to the advertising agency that produced the spot. We asked them to consider changing it. To be clear, News4Jax does not endorse any political candidates.”

Turns out that WJXT is now running the ad. But not all of their on air talent is happy about it. Notably disgruntled: veteran journalist Jennifer Waugh. She took to Facebook to complain about her cameo in the Curry advert.

Hi FB friends….just wanted to clarify something some of you may have seen airing during commercial breaks on Ch.4. Clips of me from one of our newscasts are being used in a political ad paid for and approved by mayoral candidate Lenny Curry. Our station management has asked the ad agency that produced the commercial to remove the clips. To date they have refused. Because this is a candidate ad, by Federal law our station is required to run this commercial. To be clear, no one at Channel 4 endorses any political candidate of any kind. I hope all of you know, as a journalist, I am committed to bringing you NONpartisan, fair and balanced coverage of the day’s news, politics included. For 16 years, I’ve taken very seriously the responsibility I have to report the news in my hometown and will continue to do so. 

WJXT GM Bob Ellis reiterated the same themes when he was contacted a few hours ago. In an email response, he asserted the following:

Jen had received some feedback from viewers asking if she was indeed endorsing a political candidate. Her Facebook post was to make it clear, News4Jax does not ever endorse a political candidate. By changing the qualification of the ad to one approved by the candidate we are required by law to run it as is.  We have respectfully asked the advertising agency that produced the spot to remove the clips from our newscasts so there wouldn’t be any confusion, they declined.

Waugh is one of the most respected and trusted reporters in town. It’s easy to understand why she would take umbrage to being used in a political ad. To the naive, non-contextual “fair use” quotation arguably could be construed as endorsement. But more savvy observers of the scene know how the genre of political advertisement works.

Political ads often quote the media to support their claims. This isn’t the first time; won’t be the last. The objection may not be that it was done, but that it was devastatingly effective.

We reached out to the Curry Campaign for comment. They took issue with the idea that endorsement was ever implied.

Spokesman Brian Hughes said that “the spot does not state or imply endorsement by anyone. It is fully compliant with the law and incorporates fair use news clips to prove the fact the Alvin Brown says one thing and does another.