ShareThisBy CHRIS SERRES
Monday, October 30, 2006
In the October edition of Red, Target Corporation's in-house magazine for employees, there is a section devoted to voting _ called "Red, White & Vote" _ that appears to be nothing more than a voter's guide.
Sprinkled throughout the glossy section are reminders that voting is a "patriotic duty" and "your right as a U.S. citizen," as well as an array of fun facts, such as: "The term ballot comes from the Italian 'ballotta,' meaning 'little ball.' "
But buried in the text is an invitation for employees to visit a Web site, www.targetvoters.com, that is less whimsical. The site highlights how often federal politicians voted in favor of Target's "preferred position" on issues such as trade and taxes _ areas in which Republicans and big business tend to agree.
To some political observers, the magazine and Web site are examples of a new willingness on the part of big-box retailers to try to influence elections and to use voter education materials to muster support for candidates who support their business interests.
In the past, Target and Wal-Mart typically kept their views concerning specific candidates to themselves, and relied on paid lobbyists and political action committees to press their legislative agendas in Washington. But recent changes in campaign financing rules have limited the amount of influence money can buy. Now, these retailers are appealing directly to their employees. Wal-Mart employs 1.3 million people nationwide, while Target has about 330,000 employees.
"It's a completely new way to influence an election," said Alex Knott, political editor for the Center for Public Integrity in Washington. "Instead of working behind the scenes and handing out checks, they're going directly to their employees."
Earlier this month, Wal-Mart Stores distributed voter registration materials, along with stamped envelopes, to employees at all of its stores.
Wal-Mart also said it would go on the attack against candidates who have made false claims about its business practices. Employees can sign up for e-mail updates (http:// walmart.helpingamericans vote.org).
Political watchdog groups are concerned that the retailers are misleading their employees by hiding their partisan interests behind the guise of voter education or outreach. Target and Wal-Mart officials insist they aren't telling employees how to vote, but both retailers have a long history of supporting Republican candidates _ largely because the GOP's agenda of lower taxes and freer trade is more closely aligned with their interests, analysts say.
During the current election cycle, Republicans have received 75 percent of the money that Target and its political action committee contributed to federal candidates and parties. At Wal-Mart, the percentage given to Republicans is slightly lower, 71 percent, according to the Center for Responsive Politics, a nonpartisan research group in Washington.
"It's hard for a company to maintain the argument that it's nonpartisan when it has thousands of dollars in campaign contributions going to Republicans, and built around a very specific agenda," Knott said.
On the home page of Target's Web site, www.targetvoters.com, is a letter from Chief Executive Bob Ulrich assuring visitors that the "effort is nonpartisan" and that "the purpose of the site is to make it easier for you to participate in our democracy through the voting process."
However, by entering a ZIP code or clicking on a map, visitors to the site can find out how incumbent federal politicians have voted on legislation affecting Target's business. Candidates who have voted in favor of Target's "preferred position" on key bills receive green check marks; those who vote against, get red "X" marks.
The candidate summaries also contain ratings from the U.S. Chamber of Commerce, the National Association of Manufacturers, AFL-CIO, the League of Conservation Voters and BIPAC, a pro-business political action committee based in Washington, among others.
However, voter outreach efforts by businesses are rarely nonpartisan. During the 2004 presidential election, a number of retailers, including Ben & Jerry's and the clothing chain Hot Topic, joined the nonprofit group Rock the Vote, in an effort to encourage young Americans to vote. The campaign came under fire from Republicans who accused them of pushing a pro-Democratic agenda.
And this fall, Patagonia, a chain of outdoor clothing stores known for its environmental activism, set up voter registration tables in its 22 stores. The tables had registration forms as well as "environmental scorecards" detailing how candidates voted on environmental legislation.
In August, Wal-Mart sent letters to its 18,000 employees in Iowa, criticizing politicians who had attacked the retailer's practices at rallies organized by Wake Up Wal-Mart, a union-backed group. "We believe it's wrong for these political candidates to attack Wal-Mart and the transformation underway at our company," the letter said.
David Tovar, a spokesman at Wal-Mart, said the retailer is considering new ways to distribute information about candidates to its employees, which could include information about how they vote on legislation affecting Wal-Mart. Like the retailer's voter registration efforts, the information will be nonpartisan and not include endorsements of specific candidates, he said.
John Zogby, president and chief executive of Zogby International, an independent polling firm, said Wal-Mart has little to lose by entering the political fray. "The bottom line is, no one likes it when someone attacks their employer," Zogby said. "By fighting back, they consolidate their loyalty."
