This bias and other problems in news reporting are covered next. First, new stories must hold the attention of large audiences. TV and other media forms depend upon advertising revenue, and the chances of a sponsor's products selling are far less if the viewing or listening audience is extremely small. That is why ratings are so important. Hence, the amount of time devoted to communicating political information is reduced.
Journalists have to be selective.
Also, they are human beings with their own emotions and political attitudes. So, their stories may be slanted in one direction or the other. The news can appear fair and neutral, but it seldom conveys all of the facts that can help viewers make an independent, informed, responsible, and intelligent judgement. Third, there is the need for brevity in reporting. Newspaper articles covering important political issues must usually be brief to make room for advertising, sports, or local issues.