Metric Media 'pink slime' news sent to Ohio voters backed losing effort to make abortion-rights measure harder to pass

Front page of the Buckeye Reporter's 'inaugural print edition'
(Photo by George Shillcock via X and NiemanLab)

Ohio voters rejected the Republican-backed constitutional amendment that would have required a 60 percent vote to pass future amendments and tightened petition requirements for getting them on the ballot. The proposal, which lost by about 57 to 43 percent Tuesday, was intended make an abortion-rights measure on the November ballot more difficult to pass.

In the days before the referendum on Issue 1, many Ohio voters received a newsprint publication called the Buckeye Reporter, which until then had been a partisan information site. The print edition had a Chicago return address and was mailed from Dallas, reports Laura Hazard Owen of NiemanLab, who classifies it as "pink slime," the term for ultra-processed meat filler that has come to describe partisan information masquerading as journalism.

The county-by-county vote showed a significant rural-
urban divide. (NPR map, adapted by The Rural Blog)

The publisher, Metric Media, is a publisher that sometimes turns to print campaigns near elections, Owen reports. It is "overseen by Brian Timpone, a TV reporter turned internet entrepreneur who has sought to capitalize on the decline of local news organizations for nearly two decades," The New York Times reported three years ago. Priyanjana Bengani of Columbia Journalism Review, who has done in-depth reporting on Metric Media, "told The Associated Press that 'Metric Media has printed similar mailers ahead of other recent high-stakes elections, such as a referendum on abortion last year in Kansas'," Owen reports.

Cleveland.com described the mailer as "A motley combination of content. Most of it consists of positive articles about Issue 1 . . . while unsubtly describing the measure's opponents as communists and allies of the LGBTQ community. It also includes calendar listings of unremarkable community events," which were an apparent effort to make it look more like a local newspaper.