The Inquirer endorsed Barack Obama on Sunday. Sort of.

There was a dissenting opinion that ran below the main editorial that stated the case for John McCain.  Insiders at the paper tell me that was added at the insistence of Brian Tierney, a life-long Republican who also happens to be the newspaper’s publisher.

It was an unusual step to take. Newspaper editorial boards, unlike appellate courts, usually speak with one voice.

I sat on the editorial board of the paper briefly and know that on big issues – such as endorsements – the debate can be heated.  Even in 2007, when the majority of the board favored Michael Nutter for mayor, there was a long discussion about all of the candidates – and several members wanted to endorse someone else.

But, once the vote is taken, the majority rules (though a few kind words about the loser can often appear in the endorsement.)

The editorial board, I should note, consists of the editor of the editorial page, all the editorial writers and can include the publisher, as well – though publishers rarely sit in on the deliberations. It is a separate and distinct entity from the rest of the news operation – though trying to convince angry readers of that is impossible.

When I was a reporter in the Harrisburg bureau, for instance, there were legislators who were convinced I took my marching orders from the late Ed Guthman, who was Editorial Page editor. In truth, I hardly ever talked to Guthman and what contact I did have with his editorial writers had to do with factual issues.

As to the Obama endorsement and the McCain dissent, I can see why it may have tortured Tierney.  He runs in Republican circles. Probably most of his partners in ownership of the papers are Republicans. So, the temptation would be to please them and go for McCain.

On the other hand, Tierney is also a marketing and public relations guy. He knows that southeastern Pennsylvania is a deep-blue area that Obama is going to win by 500,000-votes plus. A McCain endorsement would royally tick off thousands of readers – and represent a 180-degree turn for the editorial board, which has been generally supportive of Obama’s candidacy.

So, what do you do?

Cut the baby in two, as King Solomon suggested. Do an Obama endorsement and a McCain dissent – and probably tick off both sides.

The contretemps brings up another issue: Do editorial endorsements matter?

At the risk of sounding like an editorial, the answer is: it depends.

In a super-high visibility race (like McCain-Obama) they matter very little.  Most folks have made up their own minds by now, thank you, and don’t need guidance from an editorial board. The editorial either re-affirms their decision or ticks them off.  It rarely sways.

In a low-to-no visibility race, such as for judge, it can mean a lot.  Voters often don’t have a clue who is running and a newspaper endorsement acts as a useful guide.  I know folks who clip out the summary of endorsements the paper prints every Election Day and take it to the polls for the races lower on the ballot.

On all races in between, it depends on what the candidate makes of the endorsement.  It has greatest value if they reprint it and circulate it – or use in their TV and radio ads – because it serves as an independent source that validates their candidacy. It also may sway undecided voters.

One thing I do know: newspaper endorsements are important to candidates. Most want to appear before editorial boards and answer questions even if they know they haven’t got a chance at getting the paper’s endorsement.

One example: Rick Santorum, now an Inquirer columnist, knew he didn’t have a snowball’s chance in Hades of getting the Inquirer endorsement when he ran for  re-election to the U. S. Senate in 2006, but came to answer questions anyway.  Actually, Santorum didn’t so much answer questions as (a) complain that the board was way off base on a number of issues and (b) that the paper ignored the many great things he did for the Philly region.

It was a wonderful, angry, going-down-swinging performance.

The paper endorsed Bob Casey.

Tom Ferrick is a contributing writer for It’s Our City. He is a former columnist and reporter for The Philadelphia Inquirer. Read Tom’s past stories for It’ s Our City.