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But the significance is fairly large. The WP is one of the Big Three papers that represent the voice of the Establishment to foreign governments and the people who run things in this country.
The WP the mirror of opinion in Alexandria/Georgetown and other DCburbia where all the people who really run the federal government and steer it in certain directions live- think tank people, Party operatives, federal agency mid-level management, the consultants and analysts and federal prosecutors and such who form the majority of the numbers to the 'ruling class' of the federal government apparatus. It's the people who adapt and conform the federal government's workings to the society it governs.
This endorsement of Kerry is an admission that they guessed badly and wrong four years ago by embracing the 'conservative', that the country can't be run for and by outdated colonial and theological and social dogmas anymore. They don't like and don't quite understand what the alternative is, but they feel they have no real choice but to abandon the sinking ship of Bush/Cheney and all that entails. It's all an admission that B/C are out of step with the country and the Beltway crowd has been too, which dates back to 1998 at least.
The WSJ is the party organ of the corporate wealth/power gamesfolk, aka Business Establishment. The NYT is the voice of the non-federal and non-corporate Establishments in the country: state government, the real professions, the industries (e.g. healthcare, 'defense', education) that are diffuse. The WSJ gives the Republican Party a kind of national bullhorn by which to bring their own into line, the NYT serves as something of the kind for Democrats.
Basically, foreign governments and powerful people in the U.S. look at the endorsements- WSJ to Bush reluctantly, NYT to Kerry by choice, and WaPo to Kerry reluctantly- and they see that the American establishments are pretty close to consensus around knocking the Bush/Cheney set out of power.
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