"When The Observer recently declined a classified ad from Planned Parenthood of the Blue Ridge, it was not to make a definitive political statement on a divisive issue. In fact Publisher Jeffrey M. Peyton didn't think there was an issue to be made.

When, Peyton's company Main Street Media, purchased The Observer in March, he stated then that his goal was to create a community-oriented publication to serve as a public forum for discussing issues that matter to the families who live here.

'I try to operate The Observer in the great tradition of American journalism,' Peyton said. 'Newspapers traditionally have been representative of their owner's philosophy and views. In fact, most people get into this business specifically to make an impact on their community.'

Like most news publications, The Observer reserves the right to decline advertising as well as to subject advertising copy to the publisher's approval. In the case of Planned Parenthood, Peyton's approval was not forthcoming.

'The family is the cornerstone of society, so I try to reflect in this newspaper things that are positive toward the family and the community,' Peyton said. 'I cannot reconcile that simple truth with abortion-on-demand without restriction through all nine months of pregnancy.

'As long as it appears that Planned Parenthood's position is that there are to be no restrictions on abortion whatsoever, The Observer will not accept their advertising.'

Peyton said he was amused by a local publication's effort to make an issue out of his decision.

'This just isn't really a big deal,' he said. 'A reporter called me to ask about the policy, and she just couldn't understand why I would allow my personal views to affect the newspaper.'

'This coming from the local alternative paper made it pretty clear, so I said to her, 'The question isn't that The Observer has a particular public position - it's that you don't LIKE that particular public position.''

Peyton said Planned Parenthood's help wanted ad was not the first to be rejected. In May, he declined a Virginia Lottery ad campaign worth hundreds of dollars.

'Gambling, at best, is the worst sort of regressive tax,' Peyton said. 'The lottery targets the people who can least afford to lose - and practically everyone who plays loses.'

'It bothers me that the state of Virginia spends millions in advertising trying to entice these people to spend their hardearned money on what amounts to little more than a get-rich quick scheme.'

Peyton said his advertising policy is only one small aspect of The Observer's impact on the community.

'Our effectiveness isn't measured by which ads don't run for whatever reason, but by the community's response to the news, information, and advertising that the readers do see.'

'Based on the response from the community so far, I have to say that we're on the right track.'" (April Schweitzer, The Observer, August 16, 2000).