SBD/August 21, 2012/Media
Augusta National Inviting Female Members Treated As Top News Story By Networks
Published August 21, 2012
NATIONAL PRESENCE: All three national news broadcasts last night also aired reports on Augusta National. NBC’s “Nightly News” first reported on the story at 8:28 (eight minutes, 28 seconds) into the broadcast, with 2:23 of total coverage. Sternberg said, “It’s like the Berlin Wall of discrimination finally coming down in golf.” NBC's Lisa Myers noted that a “club insider said that Rice and Moore have been under consideration for a number of years, but that the club was determined to admit women on its own terms and timetable.” Burk: "This is about access to power” ("Nightly News," NBC, 8/20). CBS’ “Evening News” first reported on Augusta at 8:34 into the telecast, with 2:50 of total coverage. CBS’ Norah O’Donnell said, “The Augusta National Golf Club in Georgia made history today” ("Evening News," CBS, 8/20). ABC’s “World News” first reported on Augusta at 11:09 into the broadcast with 1:53 of total coverage. ABC's Osunsami said the “biggest glass ceiling in sports was smashed.” Brennan said, “This is not just about playing golf. This is about the corridors of power in our country” ("World News," ABC, 8/20).
LATE-NIGHT LAUGHS: The decision also drew several mentions on the late-night talk shows. CBS’ David Letterman said, “Here's kind of a history making thing that I think we should care about, probably none of us do care about. But we're going to pretend that this is an important milestone in American culture. Two women have been admitted to membership at the Augusta National Golf Club. ... It’s a very important symbolic token gesture that really means nothing. But they did release this announcement. Take a look.” A clip was aired that showed scenes from the golf course and images of Rice and Moore with the narrator saying, “Okay, we’ve admitted two women and one of them is African-American. Now leave us alone. Augusta National Golf Club. We are golf” (“Late Show,” CBS, 8/20). NBC’s Jay Leno said, “Augusta National Golf Club, home of The Masters, announced that today for the first time ever, they're admitting females. … The two women are Condoleezza Rice and a banker named Darla Moore, marking the first time in the club's 80-year history that you don't have to have a member to be a member" ("The Tonight Show," NBC, 8/20).