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 Since July of 2009, Hoosier media outlets have published more than 400 online clips about alcohol-related policies and issues in Indiana (newspaper, TV and radio - in that order).
Of those online clips, the majority - or 240 - were about the proposed expansion and push for Sunday alcohol sales. Most of the online clips have resulted from a significant two-year PR campaign across the state targeting media for coverage in specific legislative districts on the issue.
From July 2009 to September 2009, the main spokespeople for expanded alcohol sales included Matt Norris and Grant Monahan. Norris identifies himself as the director of Hoosiers for Beverage Choices, though he is also a registered lobbyist for The Corydon Group in Indianapolis. His retail clients have a vested interest in the outcome.
Reporters have rarely pointed out Norris' special-interest influence in our clip assessment, suggesting only that he represents a grassroots consumer campaign.
In mid-September of the same year, John Elliott, who works for Kroger, became a spokesperson for Sunday sales. Displays to influence customers also began to appear in Kroger locations.
The few media outlets that have pointed out specifically that Sunday sales proponents are special-interest groups represented by lobbyists include reports filed by WISH-TV, Indiana Daily Student, The Herald Bulletin, Evansville Courier & Press, Kokomo Tribune and, most recently, The Times of Northwest Indiana.
In late June 2010, Hoosiers for Beverage Choices rebranded its website and campaign to Change it Indiana. The Alliance of Responsible Retailers, which reports that it represents major out-of-state retailers, also began to promote Sunday sales with Monahan as its spokesperson.
At the same time, Sen. Phil Boots, R-Crawfordsville, began to appear at news conferences and tout the Sunday sales legislation he now sponsors.
Media coverage died down until a news conference was held December 1 at the Indiana Statehouse when Sen. Boots took center stage for the special interests of convenience stores, groceries and big-box chains pushing for Sunday sales.
To date, very few media outlets have reported that Sen. Boots is also a convenience store owner by occupation.
Other omissions of fact: - The Legislative Services Agency, a non-partisan branch of state government, has reported and filed a public report that there will be minimal revenue gains from Boots' bill.
- Matt Norris is a registered lobbyist for The Corydon Group, whose clients include major retailers who gain from expanded alcohol sales. Norris meets regularly with legislators on the issue and also testifies for "consumers" who never appear at legislative hearings.
- There is nothing "new" about the push for expanded sales on Sunday. This campaign has been underway publicly for at least two years and privately (asking retailers to donate money for the legislative campaign) at least four years.
Watch for more clip analysis coming up in future editions. | 
By Brad Rider