Polarization isn’t just dividing dinner tables anymore; it’s turning deadly in the wake of the Charlie Kirk tragedy and now the ICE office shooting in Dallas. The role and responsibility of opinion journalism have never been more scrutinized. That’s why we turned to Nicole Russell, one of USA Today’s leading conservative voices, who has spent more than a decade writing on politics, culture and policy. Beyond her work at USA Today, she has written opinion pieces for The Washington Examiner and The Federalist, consistently offering a sharp conservative perspective on some of the most hotly debated issues of our time. In our conversation, Russell opens up about how she balances tone and responsibility, the blurred line between news and opinion, the future of editorial pages, and offers advice for local publishers navigating this polarized moment.
The debate over whether opinion journalism should evolve or disappear
At the 2025 America’s Newspapers Mega-Conference, industry leaders wrestled with a provocative question: Should opinion journalism evolve or disappear? The conversation reflected a growing unease among publishers who face polarized audiences, subscription cancellations and even fear of legal or political retribution. In this environment, some are asking whether opinions still belong on their pages.
Russell acknowledges the tension but rejects the notion that opinions harm the profession. “I do not think that opinion does more harm than good,” she said. “I don’t know that I would go so far as to say it’s essential for democracy. I think that’s maybe a tendency to make a career that’s been going on for a long time, maybe a little too noble. But I do think there is a role for an opinion columnist in today’s political environment, just as there was decades ago.”
For Russell, the presence of columnists is not a distortion of journalism but a reflection of reality. “The fact of the matter is, everyone has their opinion already. And we see this especially with social media. You see that the algorithm has helped people confirm their bias in one direction or the other. And so I think it’s okay to have opinion columnists at all kinds of outlets. Outlets trying to help people either understand, confirm what they already believe or ideally offer another perspective on what they already are thinking.”
Balancing strong voices with responsibility
Opinion journalism is often criticized for “pouring gas on the fire,” especially during times of national tragedy. The killing of Charlie Kirk and the ICE office shooting in Dallas intensified these concerns, placing new pressure on columnists to weigh their words carefully.
Russell said tone depends on context. “I would say that it definitely varies based on the news. Typically, I cover issues that aren’t super-hot-button topics. It’s going to be something related to the Trump administration, maybe some polling. Obviously, breaking news will be involved on occasion. And in those instances, my job is to research the current news, research my opinion, see if I have an opinion based on fact that it’s related to the news hook, and then lean into that.”
When asked how she handled the Charlie Kirk tragedy, Russell reflected on its personal impact. “The Charlie Kirk shooting was an extraordinary event in the news world, and especially as a columnist — and as a conservative. I lean right. I didn’t know Charlie personally, but many of my friends did. People in my circle knew him well, were texting him and were close to him. So it hit home pretty hard.”
For Russell, responsibility means adding value without diluting authenticity. “I don’t know that I consciously think that I need to tone myself down. I do think about what I want to say in this moment that’s valuable and unique. How can I add a unique and pressing perspective to news that is going to be jarring to the people who read me?”
Clarifying the difference between news and opinion
One of the most persistent challenges facing publishers is that many readers blur the line between reported news and opinion writing. Russell believes the distinction is crucial and should always be clear.
“Yeah, there should absolutely always be a distinction,” she said. “Even when I do what I’m doing now — radio interviews, TV — I always try to help people understand that I am coming from an ideological standpoint. I think there’s value in that. I think you should lean into that. So I definitely think there’s a difference and should be a difference.”
If readers are confused, she argues, the fault lies not with columnists but with how outlets label their content. “It shouldn’t be confusing to readers. If readers are confused, that is a problem, likely with your outlet and/or publisher. I think it should be very clearly marked that something is an opinion. And if it’s not, that’s often something honestly out of the hands of the columnist. That’s something that should be clearly delineated. I think there’s value in both. And because of that value, it needs to be really clear.”
The value of national and local voices
The question of whether opinion journalism should focus on national or local voices sparked intense debate at the Mega-Conference. For Russell, both perspectives matter, but ultimately the choice belongs to local outlets.
“I think my answer might not be one my audience loves, but ultimately it’s up to the local outlet,” she said. “From my perspective, there is value in a national voice. If you’re a local reader and you care most about local news, that’s naturally where your attention will go — and that’s fine.”
She emphasized that most readers want a balance. “We’ve noticed that readers like both. They want local coverage because it directly affects their lives — their mayor, their community — but they’re also paying attention to national news. And I think that mix is important.”
Russell is more skeptical about the value of political endorsements. “As far as endorsements go, I don’t know that they have added a lot in the last few years. I do see a waning interest in local papers endorsing candidates. I know there are politicians themselves who won’t even interview with a local paper because they know they might get more reach on X or by doing an Instagram video.”
Advice for local opinion journalists
For local publishers who also serve as opinion writers, Russell offered encouragement — along with caution. “First of all, if this is what you’re supposed to be doing in life, you shouldn’t waver on that,” she said. “I’d encourage people to be affirmed in that calling and in the mission of being a journalist — especially an opinion columnist. Lean into the idea that you have something valuable to say.”
She warned against clickbait or empty provocation. “As long as you are being timely, accurate and genuine to your point of view — and always asking yourself, ‘Do I really believe this? Or am I just being a pundit? Am I writing a headline that’s clicky and designed to catch on, but won’t hold up under scrutiny because my research doesn’t hold up?’ — then you’re on the right track.”
In her view, the heart of opinion journalism lies in sincerity and substance. “Present it to your readers in a way that's interesting and genuine — not fanning flames just to fan flames. You can tell the truth, you can be authentic, and you can share your point of view without being provocative — to be a provocateur. I don’t think that’s valuable.”
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