No journalistic accomplishment is more ephemeral than success
in covering a highly competitive daily story. By its very
nature, real news diffuses so rapidly that readers can't
keep track of who was responsible for the scoop. Editors
remember, of course; at least they remember what they thought
at the time. And afterwards, there are the prizes. But editors
are prone to nervousness, and prize juries occasionally
get it wrong.
The most reliable guides, therefore, are the books. Unless
the achievement was pretty concrete, and its priority pretty
well established, these accounts either don't get written,
or they reflect, all too clearly, that the author had little
to do with the story in real time. (Think, for example,
of the way Washington Post reporters Bob Woodward and Carl
Bernstein's authoritative account of the Watergate cover-up,
"All the President's Men," took the wind out of
all other sails.)
Three books dealing with the story of Enron Corp. have
now appeared; a fourth may be in the works. That is a sufficient
number to permit an impressionistic boxing of the compass
of news, for the books in print were written by journalists
who covered the story for The New York Times, The Wall Street
Journal and Fortune magazine.
And while abstracting out the three key institutional
players obscures the vital role played by the other organizations
that committed extensive resources to the chase -- The Washington
Post and The Financial Times in particular; the Chicago
Tribune (in connection with the ill-fated Chicago-based
accounting firm of Arthur Andersen) and The Houston Chronicle
(eventually) -- it renders visible some of key mechanisms
by which news is covered and uncovered in the present day.
Enron is an especially interesting case for many reasons,
not least because the press was so deeply complicit in its
rise to prominence as "America's seventh-biggest company."
Early in its fifteen-year history, Enron recognized that
glowing press clips, as much as analysts' recommendations
and business school cases, were the royal road to success.
No news organization was more embarrassed in the process
than Business Week magazine, which triumphantly splashed
Enron's Jeff Skilling on its cover just as the company began
its dizzying descent. (It was no more than a superficial
cut, since BW does an excellent job from week to week.).
But almost everyone who was anyone got taken in at some
point. Winners of the $50,000 "Enron Prize for Distinguished
Public Service" included Nelson Mandela, Colin Powell,
Mikhail Gorbachev -- and Alan Greenspan. (Surely they were
happy to cash the check!)
The story as it frequently is told is that it was a Fortune
magazine writer who raised the first alarm. And it is true
that Bethany McLean, a former Goldman Sachs analyst-turned
journalist wrote a savvy (if somewhat cautious) article
in March 2001 titled "Is Enron Overpriced?"
There were other journalists who over the years cocked
at skeptical eyebrow at the company -- none more so than
Jonathan Weil, a reporter for the Texas regional edition
of The Wall Street Journal whose prescient story about energy-trading
companies' bizarre "mark-to-market" bookkeeping
practices never made it into the newspaper's national edition.
(Today Weil covers the accounting industry for the paper.)
But it is generally agreed that once the Enron story began
to unwind under internal financial pressures arising from
the decline of share prices -- once CEO Skilling unexpectedly
resigned in August 2001 -- that The Wall Street Journal
owned the story from beginning to bankruptcy.
And while The New York Times made a distinctive and important
contribution to understanding the Enron story, it was not
what you probably think.
The team that broke the story of Enron's deceptive financial
practices have told their story in "24 Days: How Two
Wall Street Journal Reporters Uncovered the Lies that Destroyed
Faith in Corporate America." Authors John Emshwiller
and Rebecca Smith barely knew each other when their landmark
collaboration began.
He was a 51-year-old Journal lifer who had dedicated himself
to covering white-collar crime. She was a 46-year-old newspaper
veteran who had joined The Journal only in 1999 to cover
energy companies. They had been forced by circumstance to
team up to cover the ongoing California energy crisis during
2000. After some months of joint bylines, their relationship
was beginning to fray.
"24 Days" thus is the story of the workings
of a partnership as much as it is the story of a high-stakes
journey of discovery. (At the end of the story, Smith still
insists on a coin-toss to see whose name will come first
on the title page.) Part of its charm is that at every turn
it illuminates the far-reaching tissue of relationships
upon which good news depends: with corporate spokesmen and
the executives who employ them, with editors, with sources,
with rival reporters, with readers.
Maybe you already have to be pretty interested in the
world of investigative reporting to stay with all 400 pages
of this book. But it is hard to think of a more honest or
more penetrating account of the intricate chess game of
venture and doubt that is required at its highest levels.
Anyone who thinks that the best news organizations don't
bend over backwards to be fair should read it.
A very different sort of book is "The Smartest Guys
in the Room: The Amazing Rise and Scandalous Fall of Enron"
by Bethany McLean and Peter Elkind of Fortune Magazine.
Much more in the manner of "Barbarians at the Gate"
and "The Predators' Ball" and other such bestsellers
than the Journal team's tightly-focused book, McLean and
Elkind set out to tell the Enron story whole. And nobody
will ever call their book dull.
From the astonishing Rebecca Mark, who set out to build
Enron's water-trading business along the lines of its oil
and gas operations, to Kenneth Lay's business-failure-turned-bible-thumping
son Mark, they are all here. All, that is, except the Fortune
editors who, according to magazine lore, prepared a cover
story in the fall of 2001, on "the dozen smartest people
we know," which, until the last minute, included Ken
Lay. (Their soon-to be-discarded boss Gerald Levin, architect
of the AOL-Time Warner merger, survived the cut and made
it into print.) Such was the lingering power of the mystique
that the Wall Street Journal was busy puncturing!
The New York Times' coverage of the Enron story in its
news columns during this period generated more heat than
light. Not that it wasn't interesting. Many of the most
poignant details of life among the glowing embers in Houston
were ferreted out by reporters dispatched by former editor
Howell Raines to "flood the zone." In an extraordinary
interview he gave to Charlie Rose last summer after being
fired, Raines explained his strategy at one point:
"I am proud of the fact that [Business Editor] Glenn
Kramon and I devised a new strategy for the Business Section,
which was different from what had prevailed
. [We]
moved from business section that didn't mind getting beaten
by The Wall Street Journal on mergers and acquisitions
[and a] Business Section that was written for consumers
rather than for our downtown professional financial community
[to
a ] business section that was much more competitive and
much more hard-edged in the business and financial community
.
As a result of that Glenn took that department and his achievement,
not mine, and dominated the [Enron story]
and to my
knowledge that is the first business story where The Times
has been in the front
. Along with The Journal and
Business Week and the other business publications."
It seems likely that nobody else in the business thinks
that The New York Times "dominated" the Enron
story in any category other than sheer bulk. There were
many good stories in the blizzard of dispatches that The
Times printed once bankruptcy had been declared. Its Business
Section has many excellent reporters, and in columnist Floyd
Norris a powerful voice who is among the most knowledgeable
commentators in financial journalism.
But there were so many stories, and so often out of that
mysterious synch with stories appearing in other newspapers
that, taken together, constitute the constantly moving scrum
that is the edge of the story, that it was never clear that
the editors had a larger picture in mind. Now veteran investigative
reporter Kurt Eichenwald, who led The Times coverage in
Houston, is understood to be preparing a book.
Raines' view of his Business Section resembles the Times'
view of itself last year, in the wake of the World Trade
Center bombing, when it was awarded a record-setting seven
Pulitzer Prizes. The Wall Street Journal was blown out of
its newsroom across the street from the Trade Center, met
all its editions and kept up a steady stream of great reporting
at home and abroad as well -- including the Emshwiller and
Smith stories about Enron. (They won the Loeb Award, business
reporting's highest honor, but not the Pulitzer.) No one
who enjoys the Enron story is likely to miss the faint resemblance
between the energy giant's approach to reputation-building
and that of The World's Greatest Newspaper.
The Times did make a major contribution to the Enron story,
however, and they made it early on. It may even have been
the most important scoop of all. The record of it can be
found in nine columns spread across 26 pages towards the
back of Paul Krugman's new collection, "The Great Unraveling."
It was in December 2000 that the economist-turned-newspaper
columnist first raised the possibility of market manipulation
in the California electricity crisis, by generators deliberately
withholding power. Two months later he followed up with
a column on how out-of-state generators of power (like Enron)
had successfully opposed permitting their utility customers
to negotiate long-term contracts, thus retaining maximum
market power.
And a couple of months after that, chiding lefties for
crying "wolf" every time markets are deregulated,
he wrote, "But now a bona fide wolf has arrived, whose
predatory behavior is doing terrible damage to our most
populous state -- and nobody will believe it."
(In the fashion that his careful readers will recognize,
Krugman predicted that the price caps imposed by the Federal
Energy Regulatory Commission wouldn't offer California "any
significant relief" -- then blithely continued two
months later without mentioning the caps, even though the
wholesale price of a megawatt hour had dropped under $100
from a high of $750 the summer before. No exculpatory evidence
need apply.)
In his commentary in the book on the columns, Krugman
writes, "I approached the issue with an open mind and,
better yet, enough background in economics to find some
real experts and understand what they were saying. It soon
became clear to me that the California disaster wasn't the
result of a shortage of production capacity. It was the
result of market manipulation by energy producers and traders.
"At first, I was almost alone in making that case;
the evidence, though compelling, was circumstantial, and
ran counter to prevailing prejudices. But eventually evidence
surfaced that was convincing even to non-economists: memos
detailing strategies to game the markets; even recording
of traders telling power plant operators to shut down. At
that point it became clear that an enormous market raid
had been carried out in broad daylight -- with almost nobody
willing to believe what was happening."
I was among those who initially were skeptical of the
diagnosis. But it seems to me now that Krugman turned out
to be absolutely right. The industry's conduct was the real
story in California -- "looting" behavior every
bit as shocking (and, it turns out, as predictable) as that
of many bankers in the run-up to the American savings and
loan crisis of fifteen years before. The Enron saga is no
more than a glorious point-making anecdote in this larger
scheme of things. AndKrugman played the key role in alerting
the rest of the world to this possibility.
Yet neither the New York Times (which early on put its
investigative ace Jeff Gerth on the story) nor anyone else
has been very successful in following up. It's all very
well to blame the outcome on the halfway deregulation of
timid politicians. That was, in fact, in each case the industry's
defense. But it ignores the companies' role in suborning
the politicians' misconduct in the first place -- like the
parricide who craves mercy because e is an orphan. Much
more imaginative reporting will be necessary before the
public has a good feel for the political economy of deregulation.
So in the end, there were two standout heroes in what
we sum up as "the Enron story." One was the team
of Smith and Emshwiller at The Wall Street Journal. The
other, as irritating as he can be, was Krugman at the New
York Times -- a fitting twist, since the economist earlier
had been among the many victims compromised by Enron's brand-building
campaign, having accepted $50,000 to serve, along with luminaries
such as editor William Kristol of The Weekly Standard, on
a panel of informal advisers.
The supporting cast included, by all accounts, Peter Behr
and April Witt of the Post, Floyd Norris and Kurt Eichenwald
of The Times, and Peter Eavis of TheStreet.com, who kept
up a steady drumbeat of on-line news about Enron. The team
from Fortune magazine does what a newsmagazine does best,
bringing to life the rascals at Enron and imposing a satisfying
narrative on the story of their rise and fall.
It's a little disappointing, though, when they write "We
leave it to others to describe the resulting investigations
and trials, as well as the jockeying over Enron's spoiling
remains." The most important things in modern journalism
are those that only a major newspaper can do.