This New York Times ad is everything that’s wrong with US politics (and advertising).

The ad reads well. 

It sounds rousing.

The problem is, it’s preaching to the converted. And preaching from a not-very-public pulpit.

So while it appears to be rousing, it’s not really trying to change anything.

It’s trying to confirm its readers’ point of view.

(Or “prejudices”, depending on your own point of view.)

And it carefully confirms its opponents’ views of the out-of-touch traditional media owners.

A smug President has produced an equally smug reply.

Newspapers should have a view. But they should have the skill to build a bridge from where they stand to the opposing views.

So should good politicians.