Analysis
Unlike many Election stories in local news, this story does attempt to give some background information about a candidate. The focus of this piece is on gubernatorial candidate Dick DeVos and the Company started by his father, Amway. The reporter provides some general information about the history of Amway, particularly the companies various name changes and controversies. This information is of value for viewers for it gives them information on the company that has provided candidate DeVos with the personal wealth that is largely paying for his campaign.
While this story has some value, an even more relevant topic would have been to look at the political contributions made by the DeVos family. Both the Van Andel and DeVos families, who started Amway, have been very active in funding various political causes. Dick DeVos’ wife Betsy was the Chair of the Michigan Republican Party. By informing voters of the causes championed by the DeVos family, the local news could give the voting public valuable information as to what political positions Dick DeVos is likely to take.
Transcript
WOOD Newsreader – In decision 2006 news the governors race is staying close across the state but the latest poll shows challenger Dick DeVos may face a hurdle thanks to his families legacy. The new numbers, exclusive to WOOD TV, show Governor Jennifer Granholm in the lead for the first time. 24 Hour News 8’s Dan Bewley has that for us tonight, Dan.
Reporter – Yeah the poll was taken last month and has the governor with a lead of three percent over Dick DeVos but it also asked potential voters about Alticor, the Ada based business started by Dick DeVos’ father. The poll asked voters what they think of Alticor. 41% of those polled had a negative response, 17% a favorable response. 21% listed Alticor as a reason not to vote for DeVos, and 62% say Alticor will not influence their decision. And tonight 24 hour news 8 takes a look back at one of the most successful companies in the countries history.
Reporter – The names familiar across West Michigan, Jay Van Andel, and Rick DeVos. Two best friends who began selling cleaning products. L.O.C. or liquid organic cleaner was one of the first. The pair called their business Amway, short for the American Way. But what made it stand out was it’s unique multi level marketing strategy. People join the company and become independent business owners or IBOs. The system helped Van Andel and DeVos build the company into a giant on the business landscape. The Ada based company now has IBOs within 80 countries and territories and reported sales of 6.4 billion dollars last year. But that unique marketing strategy has also given the company a reputation that rivals its bottom line. In 1979 the federal trade commission investigated Amway, it ruled the marketing plan not an illegal pyramid scheme but did say the company made false and misleading claims to recruit new distributors and forced Amway to change some of its business practices. A few years later the news magazine sixty minutes aired a story on Amway. It compared the motivational techniques used by the IBO’s to a cult. Van Andel and DeVos would eventually change the companies name to Alticor in 1999 and began using the name Quixtar in North America as the company grew in cyberspace. The most recent round of bad press came from NBS’s Dateline. In 2004 the yearlong investigation aired claiming people didn’t make money becoming IBOs, instead the money was made by those who sold motivational books and tapes. From Amway to Alticor to Quixtar, the DeVos name has been associated with business for more than 40 years. Now Dick DeVos is hoping it becomes associated with the Governors desk.
Reporter – And Alticor has denied the allegations in the past saying that the complaints usually come from people who have had anunforeseen breakdown in their business relationships. Susie…
Newsreader – Thank you Dan, both the DeVos and the Granholm campaigns reacting to that new poll today. Greg McNeilly of the DeVos for Governor campaign saying, and I quote, “We understand the challenges that come with bringing change to Michigan. It’s tough and we’re just getting started. We need everyone’s help and commitment for the next 104 days to make change a reality.”
Newsreader – Chris DeWitt from Governor Granholm’s campaing saying and I quote “the Poll shows that voters are paying more attention to Governor Granholm’s economic plan and her personal efforts to bring more manufacturing and high-tech jobs to Michigan.”
Total time: 3 minutes, 20 seconds
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