IBut my point is that we, the readers and consumers of press stories, have to do more. We have to convince them that constant RoFo coverage will HURT rather than help their business. Don't retweet every negative Rob Ford thing you see or joke endlessly about raccoons or grumble about it online. Instead of tweeting "Why don't they cover Soknacki's press conference instead of covering Rob Ford's raccoon rant?" say "Why don't they cover Soknacki's press conference?" Period. The more you type his name, the more he is trending, and the press say 'oh look, everyone's talking about Rob Ford, we will write even more about him!"