Surveying the theater of operations, Guillory had spotted a vulnerability. “The local newspaper was dying out,” he recalls of the
Stockton Record, the area broadsheet that has been publishing regularly since 1895, when the town was still emerging from its Gold Rush hangover to become the nucleus of the state’s agricultural boom. “They didn’t even really invest in the digital space — they still wanted to invest in their artifact media.”
The truth was the
Record wasn’t doing much investing of any kind. “When I arrived at the paper in 2006, there were 85 people in the newsroom,” recalls Roger Phillips, a former sportswriter and city hall reporter. “Now there are eight.” That said, at least the
Record still struggles along, unlike more than 2,000 local newspapers that have
shuttered in the past 15 years.
By 2016, the waning of the
Record’s influence made for a seductive opportunity for a pair of strivers with vision and discipline. “I said, ‘You know what? We could beat these guys. If we do this good enough, in about 10 years, we’ll be the only game in town,’” Guillory says.
The two made for a strong team. Guillory is an engineer, a dispassionate type who thinks in terms of diagrams and flowcharts. Sanchez is a more fiery character, with a combative temperament and a passion for civic engagement. “I could do all the technology stuff, all of the social engineering,” Guillory recalls. “However, you know, with marketing, right, you need to have influencers.”
Sanchez had one other characteristic that would become meaningful: Despite a political ideology that veered mostly left—he served as a Bernie Sanders delegate at the 2016 DNC—he harbored a visceral dislike for the city’s new progressive champion. Sanchez had been castigating Tubbs
on Facebook since his election to the city council in 2013, once drawing heat by
comparing him to the
Adult Swim character Black Jesus. (He also accused several city political figures of being part of a “gay mafia.”)
Along with another colleague, a former corrections officer named Frank Gayaldo, and a handful of other volunteers, they would turn Sanchez’s blog into a formidable independent news source — an online counterweight to the
Record. The
209 Times, which officially launched as a
WordPress site on February 8, 2016—the main site and Facebook page would come later—would be scrappier, more nimble. And perhaps most important, it would be unencumbered by the newspaper’s supposed impartiality — one more sentimental legacy, as they saw it, of a bygone era.
But a few good video clips aren’t enough to turn a blog into a powerhouse. For that, you need a sustained, data-driven audience development strategy. Making use of Google’s free analytics tools, in combination with publicly available voter data and the microtargeting capabilities of Facebook’s ad platform, Guillory began by identifying a core readership. “The first people that we targeted were pissed-off voters from the election,” he says. “Whether they were pissed off that Trump won or they were pissed off that Silva lost, it didn’t matter. We could carry that energy. We could give them content. We could gain trust. I had the data, so we had a hypothesis on what their confirmation biases would be, and anytime they visited the site, they could get that content.”
Since stories about crime and homelessness tended to get the most engagement,
209 Times set out to provide as much of it as possible. As Tubbs’ senior adviser Daniel Lopez put it, “Your boring actual news will never keep up with, like, ‘Hey, these homeless people are having sex in front of a house.’ That stuff works.” Once they’d attracted a set of dedicated followers, the site increasingly amped up the political content, focusing on a few ongoing storylines with clear villains, narratives designed to keep readers liking and sharing. Sometimes, he admits, they’d intentionally share the posts on Tubbs’ page or in other areas where his supporters would see it. “Because guess what?” he explains. “The more they look at it, the more they comment, the more they talk shyt, the more people that are going to see it.” (The strategy worked:
209 Times currently has 120,000 followers on Instagram and nearly 100,000 on Facebook, more than the number of votes cast in the mayor’s race.)
Sanchez says his animosity for Tubbs dates back to a vote by the council not to reopen a public library that had been closed amid the financial crisis. (Tubbs has always insisted the library should only be reopened when it could be fully funded, as it was in 2017.) But Guillory sees the library issue, along with the
209 Times’ many other attempts to paint Tubbs as a corrupt phony, as little more than a pretext. “That was just bullshyt,” he says. “He was the biggest celebrity in Stockton. So we just saw him as an influencer to help us get people on the platform. And it was so successful that Motec thought it was the only play that we could use, and he took it and ran.”
Sanchez dubbed his crusade against Michael Tubbs Operation Icarus, in honor of the mythological Greek youth who melted his artificial wings by flying too close to the sun.
It’s not a bad analogy. For all of his dedication to Stockton, Tubbs’ great vulnerability, according to one local political consultant, was the impression that he sought the job as a stepping stone to bigger things. “We looked at it like, ‘This guy is so full of himself, in his mind, he’s already sitting in the Oval Office,’” Sanchez explains. “He’s so focused on building his political celebrity that he is neglecting the home base. So, while he’s off conquering new lands, we took the home base away from him.”
One reason the framing was effective was that it contained a grain of truth. Given that the mayor of Stockton is in many ways a figurehead, Tubbs understood that his growing notoriety and connections were among the most powerful tools at his disposal. If his personal story helped bring national attention to Stockton — not to mention philanthropy, government grants, and investment dollars — he’d be crazy not to milk it. In all, more than $100 million poured into the city under his watch, and Stockton recently posted a $13 million
budget surplus.
Meanwhile, in part due to its racial overtones, the narrative of a young Black mayor who’d grown too big for his britches gained traction, becoming the lens through which a growing percentage of the city viewed Tubbs’ signature achievements. Although cordial relationships with political figures like Gov. Gavin Newsom, Sen. Kamala Harris, and Michael Bloomberg — not to mention all the glowing national media attention — were seen by the mayor’s allies as powerful assets, the
209 Times treated them with suspicion, evidence of an absentee mayor who’d forgotten his roots. When Tubbs endorsed Bloomberg and volunteered for his presidential campaign, the
209 Times claimed he was “caught working [a] full time job in New York.”
Disingenuous though they may be, such tactics are standard political warfare, and the
209 Times is hardly the first media entity to wield them against a public official. Fox News is perhaps the most prominent contemporary practitioner, but the time-honored technique — slathering a germ of actual reporting with a thick gloss of perspective-driven storytelling, innuendo, and ridicule — would likely be familiar to anyone who’s ever paged through a tabloid newspaper.
Sometimes, Tubbs made it easy. Early in his term, he decided the city should stop subsidizing a pair of public golf courses (a roughly $800,000 annual expense) and considered a
proposal by the city manager to convert one of them, located on Stockton’s wealthier north side, into affordable housing, sparking a major outcry eagerly promoted by the
209 Times. “You never get between a white, middle-class taxpayer and their perceived property values,” notes Barbara Barrigan-Parrilla, a longtime observer of the political scene and executive director of a local environmental nonprofit. Tubbs’ adoption of Advance Peace, a
successful initiative designed to prevent gun violence by providing job training, mentorship, counseling, and financial stipends to young people tempted by gang culture, was easily
caricatured by the
209 Times as “Cash for Criminals” and described as “a controversial program to pay ‘active shooters’ not to shoot.” (Though the blog
claimed it used “taxpayer money,” the program was privately funded.) And Tubbs’
celebrated UBI program, the Stockton Economic Empowerment Demonstration (SEED), was a pilot serving just 125 individuals, generating some predictable resentment among nonparticipants.
“Our goal has never been to be fair. That’s not one of our requirements. We let the public know, point-blank, we are biased.”
If the
209 Times had limited their attacks to those issues, however, Tubbs might well have won a second term. Instead, they bashed him relentlessly from every angle they could find, often floating baseless or misleading allegations of fraud or malfeasance. They
claimed the Stockton Scholars program had never been fully funded and wasn’t actually giving out the scholarships it promised — a false storyline based on documents filed before the scholarship really began. They hammered the idea so relentlessly, according to Tubbs’ senior adviser Daniel Lopez, that some school administrators wondered if kids were wasting their time applying. As the mayor’s communications director, Lopez tried to fight back. “I did a post saying we tripled scholarships,” he recalls. “That got three likes. The
209 Times did a post later on about our young people fighting at the mall. That got hundreds of interactions.”
Another damaging storyline
claimed the mayor had squandered $60 million in funds for the homeless, when in fact the city had only received some
$6.5 million. “People just believed it,” Lopez recalls. “I would constantly hear, ‘Where’s the $60 million? How come Tubbs is pocketing the money?’ It didn’t even make sense.”
They
slammed him for leaving a council meeting early to go to his own wedding and for attending a conference of mayors in Paris. They
interviewed his half-brother about Tubbs’ supposed fraternal indifference. They blamed him for the homeless crisis, going so far as to nickname any encampment “
Tubbsville,”and
accused him of planning to “essentially make Stockton the official homeless capital for the Northern part of the State of California” by converting the county fairgrounds into a “homeless reservation.” (The story was based on an idea discussed at a meeting Tubbs
didn’t even attend. The
Record refuted it a week later, by which time it had already gained significant traction on social media.)
Sanchez readily acknowledges that some of the attacks were unfair. “Our goal has never been to be fair,” he says. “That’s not one of our requirements. We let the public know, point-blank, we are biased. We do have an agenda. Every time we suspect an enemy is slipping, they will be hit at any and every opportunity. Them and everyone affiliated with them.”