But when it comes to editorial content, meaningful news about government, politics, and foreign policy is only one of the saleable elements. Good newspapers have to go back to delivering a daily product that our mass audiences want, and which provides to advertisers a unique means to reach consumers. Like supermarkets, newspapers must deliver quality in all departments.
Yet at the same time, owners, editors, and reporters should push issues they believe government is ignoring. They should do it factually and in articles short enough to read daily, but spread over time. That is how Americans absorb information—by repetition.
They should remember that “newsmakers” are intent on using the media to influence readers, listeners, and viewers to take up their ideas. The electronic and print media today probably have more power over public opinion—and thus government—than they had fifty years ago. But I fear they turn much of that power over to those who create news events to get coverage.