Anecdotes, Data, and the 300 Million Rule

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Here’s an interesting tweet:

I’ve heard this same thing over and over, and it doesn’t surprise me. It’s an example of the “300 million rule”—which I admit is a bit outdated now, but I made it up back when the US population was pretty close to 300 million. In a nutshell, this rule says that in a big country you can find examples of practically anything, no matter how crazy, on a daily or at least weekly basis. So can you find plenty of examples of university students demanding trigger warnings or safe spaces in the most irritating way possible? Sure, of course you can. Does it seem like there’s a lot of this going on? If you hear about it a dozen or so times a year, of course it does. On a personal basis, anything that happens a dozen times a year seems like a lot. And since most people are functionally innumerate, they simply don’t realize at a gut level that a dozen examples is actually a tiny number when you compare it to the number of university students in America (about 13 million). It’s hardly any wonder that individual professors run across it rarely if at all.

Needless to say, this has become exponentially worse in the era of social media. Incidents that used to be little college molehills, reported in the local media if at all, now routinely get spread via viral mobs on social media and then used as fodder to build cable TV mountains. Also needless to say, the folks who promote this stuff have no incentive to tell us if they’re merely reporting a few examples out of thousands, or if these dozens are all they have.

And this goes for liberals as well as conservatives. If you follow liberal media, you’ll hear weekly examples of racist behavior on college campuses. Is that a lot? See above.

None of this means that stuff like this isn’t widespread. What it means is that anecdotes need to be accompanied by data. Unfortunately, there’s this:

Here’s a quiz for you. Which of these articles about, say, starving children in Africa is likely to get the widest readership?

  1. A piece that tells the story via description and personal anecdotes.
  2. A piece that tells the story via facts and numbers.
  3. A piece that combines the two.

Some of us respond to numbers, while some of us respond to stories about people, so the common-sense answer is option C. That should rope in everyone.

In fact, it turns out that C is the worst possible option. Nobody likes it. The numbers people get tired of all the personal stuff, while the tender-hearted people are put off by all the numbers. It turns out that you have to pick one or the other and just accept that you won’t reach everyone.

This kind of sucks. Sadly, though, my personal experience suggests it’s true: I get really tired of stories full of personal anecdotes. Yes, this guy had it really bad. I get it. Now give me the facts. At the same time, there’s a hoary old journalism truism that you lose 10 percent of your readers for every number you put in a story. God only knows how many readers you lose if you include a chart.

To the extent that spinning this stuff as part of a culture war agenda is deliberate, there’s not much we can do about it. Unfortunately, to the extent that it’s because most people actively dislike data, there’s not a whole lot we can do about it either. I’ve spent years pondering this off and on, and I’ve come up with nada. Anyone else have anything?¹

¹And me being me, I don’t want random speculation. I want data.

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WE'LL BE BLUNT.

We have a considerable $390,000 gap in our online fundraising budget that we have to close by June 30. There is no wiggle room, we've already cut everything we can, and we urgently need more readers to pitch in—especially from this specific blurb you're reading right now.

We'll also be quite transparent and level-headed with you about this.

In "News Never Pays," our fearless CEO, Monika Bauerlein, connects the dots on several concerning media trends that, taken together, expose the fallacy behind the tragic state of journalism right now: That the marketplace will take care of providing the free and independent press citizens in a democracy need, and the Next New Thing to invest millions in will fix the problem. Bottom line: Journalism that serves the people needs the support of the people. That's the Next New Thing.

And it's what MoJo and our community of readers have been doing for 47 years now.

But staying afloat is harder than ever.

In "This Is Not a Crisis. It's The New Normal," we explain, as matter-of-factly as we can, what exactly our finances look like, why this moment is particularly urgent, and how we can best communicate that without screaming OMG PLEASE HELP over and over. We also touch on our history and how our nonprofit model makes Mother Jones different than most of the news out there: Letting us go deep, focus on underreported beats, and bring unique perspectives to the day's news.

You're here for reporting like that, not fundraising, but one cannot exist without the other, and it's vitally important that we hit our intimidating $390,000 number in online donations by June 30.

And we hope you might consider pitching in before moving on to whatever it is you're about to do next. It's going to be a nail-biter, and we really need to see donations from this specific ask coming in strong if we're going to get there.

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