Cohen Defies Odds to Face Peters in San Diego District

Steve Cohen spent five decades managing television newsrooms, including 20 years as news director at San Diego’s KUSI-TV. In March, local Republican Party officials invited him to run for Congress in California’s 50th Congressional District.

Cohen, 79, accepted the challenge after watching national politics from behind a camera. "I’m no politician, but I’ve spent my entire career covering politicians and holding them accountable," he told the Times of San Diego. He added that he preferred active engagement over retirement walks, stating he still has energy to disrupt the status quo.

In the June 2 primary, Cohen emerged as the top Republican vote-getter. He earned the right to challenge Scott Peters, a Democrat who has served in Congress for 13 years and is currently in his seventh term. According to the California Secretary of State, the district contains roughly 475,000 registered voters, with Democrats outnumbering Republicans by a nearly 2-to-1 margin.

Cohen acknowledged the statistical difficulty of the race. "For the past eight months, all I’ve heard is that I have no chance to win," he said. He described the campaign as distinct from high-profile contests, noting a lack of large super PAC donations. His strategy relied on direct outreach, including phone calls and personal conversations with known contacts.

Despite the odds, Cohen pointed to his primary performance as evidence of local support. "85,000 people voted for me in the primary. That’s the biggest number for any Republican challenger in many years," he said. He cited two key endorsements to bolster his campaign: one from the California Republican Party and another from Reform California, an organization founded by Carl DeMaio.

The endorsements provided visibility, Cohen said, placing his name on organizational literature and flyers. However, he expressed frustration with local media coverage. "The most depressing aspect of running for public office has been how the local news media has already decided the winner and loser," he noted.

This sentiment was reinforced when Cohen hosted a press conference at the County Registrar’s Office. He announced the event via press release, but no member of the news media attended. "That was bittersweet," Cohen said. He viewed the empty room as motivation to continue knocking on doors and speaking directly to voters.

With days remaining until the November 3 general election, Cohen described the campaign as a positive personal experience. He said the process allowed him to share his goals and remain optimistic about the outcome. "There were moments when I’ve been surprised and other times it was what I was expecting," he said.

The 50th Congressional District includes La Jolla, Carmel Valley, Point Loma, Coronado, downtown San Diego, Poway, and portions of San Marcos and Escondido. Cohen continues to campaign in these communities ahead of the final vote.