There's a writing pyramid that I picked up in an english class that seems to apply even more broadly than she realized. It covers three standards to writing, to what you are trying to appeal. In order of increasing difficulty are pathos, ethos, and logos.
logos
^
/-\
/---\
/ethos\
/-------\
/---------\
/---pathos--\
---------------
It's pretty obvious which each applies to; pathos to emotion, ethos to character or personality, and logos to reason. You can see why real news, meaning information with which to reach a reasoned conclusion, is not good business.