Include graphics journalists can download. J ames Kennedy, Occupational and Health Reporter for BNA Environmental Report, was the next presenter. Kennedy writes for a target audience that is much more specialized. His subscribers are regulated industries, policymakers, government, lobbyists, and regulatory agencies. For him, news is what these groups are interested in.
H e pays special attention to events or innovations that cause a change in the status quo.
Because the main focus of his publication is policy, he runs few stories devoted to a specific technology. He tends to do this only when the story brings larger policy implications to light. D avid Whitman, Senior Editor from U.S. News and World Report, said that different media outlets have very different audiences. While Martha Hamilton of The Washington Post, for example, could cover purely local stories, to get U.S. News and World Report to cover an innovation, it should have a national dimension, be a meaningful response to a large problem, and have a national news peg and urgency. He assured the audience that he does check with experts to see if innovations have scientific validity.