Making endorsements count: plan, promote, and publish early.

It was two Mondays before the November 7 election and the editorial writers at the San Jose Mercury News were high-fiving it. Moments earlier, the daily email listing the Top 10 viewed stories on MercuryNews.com contained a first: The No. 1 story the day before was from the editorial pages.

What were the online readers looking at? Our editorial board election recommendations.

At least two other times in the days before the election our recommendations were No. 1. Election Day, same thing. And, we were in the Top 10 a couple of times earlier in October.

At a time when some newspapers are discussing whether there is value in newspaper election recommendations, I would argue that more than ever voters are looking for multiple sources of election information online and that many will continue to put our endorsements into the mix. Especially if the recommendations are posted when it's convenient for voters, instead of convenient for the editorial pages.

In California, absentee voting has become an increasingly popular way for voters to cast ballots. In the November '06 election forty-two percent of the votes cast statewide and in Santa Clara County were absentee. This has created a challenge for newspapers that traditionally waited until the week (or days) before an election to publish their most important recommendations. Absentee voters are casting ballots up to three weeks earlier.

We've wrestled with the timing issue and this past election cycle began publishing editorial board recommendations six weeks prior to Election Day specifically to serve absentee voters. This also gave us lots of time to drum into readers heads--through in-paper refers--that our website would be a source of voter information 24/7. We finished with our recommendations two Sundays before Election Day--the heaviest absentee voting day.

By the end of the election, our election recommendations had been reviewed forty-three thousand times. The vast majority came in the two weeks before Election Day. Interestingly, about ten percent of this traffic came from the LATimes.com site which provided a link to the editorial recommendations of several papers within the state--a great idea that we'll implement for the next election. Again, this shows how voters are looking for multiple sources of information.

I'd be remiss if I didn't mention that some of this traffic was clearly generated by California's November's ballot, which was a hefty one. There were thirteen ballot propositions on everything from a proposed requirement for parental notification for teen abortions to $43 billion in bonds. Plus, there was the governor's race and several other statewide office races. Locally, there was a San lose mayor's race, a county district attorney race and a measure that would restrict development in rural areas. It was editorial writer gold. And, voters needed help.

Here are some specifics that I think helped drive online traffic to our recommendations:

1.) Really early planning and packaging. Six months before the election we began packaging on the website news stories and editorials related to candidates and issues. Stories and editorials in the newspaper included a distinctive MN.com refer that said more stories and editorials were available at the website. Insert the refer into the body of an editorial; don't bury it at the bottom.

2.) Endorse early. All endorsements should be completed two Sundays before Election Day. Normally, editorial writers like to wait until the last minute on key races. But if "news happens" you can always change your endorsement. We started running a partial editorial recommendation list three weeks out to give early absentee voters up to that time.

3.) In-paper and online refers. In addition to repeatedly letting your readers know about the accumulated material on the website, make sure the website home page also alerts its readers. Links to the news and editorial packages should be on the news and opinion home pages.

4.) Link to other newspaper endorsements. The links from LATimes.com clearly indicate that some voters will consider this helpful.

Of course, voters who went to the polls on Election Day also used our recommendations. How do we know? Because they were seen holding printouts (from the website) along with their sample ballots.

RELATED ARTICLE: Endorsement antics: Of love, dogs, and dental benefits.

JILL "J.R." LABBE, Fort Worth Star-Telegram: A Democratic candidate for comptroller was wearing a shoulder holster with a snub-nose .38--despite the warning signs all over the building that prohibit even concealed carry permit holders from bringing a firearm onto the property (I leave mine in the car while at work). When I challenged him on it--"Uh, Mr. Head, they call it concealed carry for a reason. No one is supposed to know you have a gun"--he launched into a speech about how he's never going to be a victim.

He's never going to be comptroller, either.

SARAH PEDERSON, Fort Worth Star-Telegram: One hour. One Kinky Friedman. One cigar. One "assistant" in a green lame jacket and bolo tie. More than one unpublishable utterance. How many of your goober-natorial candidates can land a Friday-night spot on Letterman?

BOB DAVIS, The Anniston Star: We asked the attorney from Mobile why he was running for a spot on the court. "I got tired of bitchin' about that court," he sighed. Asked about campaign cash, he said, "I couldn't raise money with a pistol."

In summing up he ran through the prerequisite Alabama ritual of speaking of his humble roots and deep religious faith. Then paused and added, "I'm Baptist, OK, but I go in the supermarket and buy my own damn beer. I don't send somebody else in after it."

PETER J. WASSON, Wausau Daily Herald: A guy we'll call Mr. X was running for city council in Wausau. He came to the editorial board meeting in his sap-streaked coveralls having just come in from the woods where he was cooking down maple syrup.

When asked why he wanted to sit on City Council, he launched into this long explanation about how his rural property had been annexed fifteen years ago and he didn't want any part of it.

We said, "Yeah, but Mr. X, if you're elected to council, you can't un-annex your land." He said, "You can't? Well, then I don't want on there. I haven't got time for all them meetings any how."

He went back to the woods where we assume he's still cookin the sap. He got twenty percent of the vote.

ROSEMARY GOUDREAU, The Tampa Tribune: A vanity candidate for the U.S. Senate told us he had expected to get the St. Pete Times' endorsement and that he was really surprised when he didn't. "I guess it's because I told them I hadn't paid my income taxes for the last four years." At that point, I leaned across the table and told him he should hold out no false hope. We wouldn't be endorsing him, either.

PAUL NEVILLE, The Register-Guard: I once interviewed a county commissioner candidate who was oddly silent after my predictable opening query: "Why are you running for county commissioner"? After an uncomfortable minute or so, he opened his mouth wide to reveal a set of nearly toothless gums. After closing his mouth, he leaned forward and looked me straight in the eye. "Dental benefits," he confided.

RON DZWONKOWSKI, Detroit Free Press: We have for years ended every endorsement interview by throwing out a verbal fishing line: "What are you glad we didn't ask you about? Any skeletons in your closet? Anything that could come out that will embarrass us if we decide to endorse you? Might as well tell us now."

The Secretary of State, who enforces traffic laws, 'fessed up to two recent speeding tickets. A county commission candidate told us his kids didn't know their mother was his second wife and he had never figured out how to tell them ... and a guy running for Congress, after a long pause, let tumble, "Look, I know what it says in the court papers but I never beat those kids ... and that bankruptcy was a one-time thing. I'll square those IRS issues, too, if I get elected."

KEVIN RICHERT, Idaho Statesman: It's got to be the county commissioner candidate who handed a campaign flier to my publisher saying he is courting "the beautiful woman vote," then sat down for his ed board interview--with his pants unzipped.

In fairness, both events are merely coincidental and his zipper issue was inadvertent. But things aren't looking very good for this candidate on either the endorsement or the beautiful-woman-vote front (at least where my publisher is concerned).

CHRIS SIVULA, Tri-City Herald in Washington: A recently divorced candidate for Kennewick City Council last year told us he was running because he thought it would be a good way to meet women. He lost the race. Not sure how his social life is going.

DALE DAVENPORT, The Patriot-News: A candidate for state Senate told us recently that he began volunteering at a hospital for the same reason. He thought a nurse would be a good candidate for a wife.

DAVID KLEMENT, The Bradenton Herald in Florida: We had one candidate for the local airport authority who had completed his interview kind of hanging around our lobby atrium, which is bordered with live hanging philodendron plants. When the executive editor approached him to see why he was still there, he noticed vines hanging from the sleeves of the candidate's sports coat. Yes, the guy had made "cuttings" of our philodendrons with his thumbnail to take home for his garden.

No, he did not get our endorsement.

BILL MCGOUN, Florida, retired: And then there was former Gov. Claude Kirk, running for some office, who showed up for his interview with his dog. The dog at least had enough sense to keep its mouth shut. We debated endorsing the dog.

PAUL GREENBERG, Arkansas Democrat-Gazette: We had a congressman, The Hon. Jay Dickey, whom we regularly (a) endorsed, and (b) referred to as Crazy Jay. Let's say he was idiosyncratic. Kind of like our editorial policies. The Honorable regularly brought his beautifully behaved dog to interviews. We miss the dog. When the canine died, we ran an editorial obit and picture. There is much to be said for dogs, certainly in comparison with congressmen and editorial writers.

JIM BOREN, The Fresno Bee: A candidate for a legislative post a few years ago showed up with what he described as the most important credentials in the race. He then displayed two photos: one of his mother and the other of his champion show dog. "Here's my mother and my bitch."

Editorial Board members were momentarily speechless as we stumbled to figure out what the next question should be.

DICK CARSON, The Columbus Dispatch in Ohio, retired: Some years ago, a candidate for common pleas judge showed up with the customary glossy, full-color handout literature detailing his background and qualifications. Included was a family picture with wife, kids, and dog, all looking like the perfect embodiment of Leave It To Beaver.

One of us said something about the dog, and the candidate, sheepishly but without hesitation, admitted he had rented the dog for the picture.

DAVID BARHAM, Arkansas Democrat-Gazette: Reminds me of Sam Houston Melton, a candidate each year down in Louisiana in the '90s. He was always running for something. Forgot what his platform was, but I'll never forget the interviews. Always came dressed in full Confederate uniform. Folks, I'm talking the outfit, the boots, the hat, the sword, everything.

But he was better than the guy who tried to legally change his name to None Of The Above.

GEORGE DUNCAN, Daily News-Record: I remember there was a candidate in Florida running for governor some years ago who had spent time in a mental institution. When his opponents pointed this out, he got his release papers, waved them in front of reporters, and said, "Some of the finest doctors in the state of Florida have certified I'm in good mental health. I challenge my opponents to prove the same."

SUE RYON, Milwaukee: After a long week of interviewing mediocre candidates for state Legislature, I was wrapping up my conversation with one particular dimwit when I realized I had failed to ask the why-are-you-running- for-office question. Sheepishly, he said, "Well, I need a job. I'm unemployed."

EDITOR'S NOTE: Stir crazy from endorsement season, Jane Nicholes of the Press-Register in Mobile, Ala., shared with the listserv the story of the criminal Court of Appeals candidate who declared in his interview that he was not the Antichrist. That touched off a lively exchange among NCEW members.

Stephen E. Wright is editorial pages editor and vice president of the San Jose Mercury News. Email: swright@ mercurynews.com