The press has often been called the "fourth estate of government." No one should doubt its influence. News programs and their hosts, for that matter, often drive the news by keeping certain interest stories in front of viewers ad nausea. With the advent of 24 hour cable news networks and now with news available online, the pressure on the business side of news journalism has increased dramatically. Remember reporting the news is a business. Those who produce the news know that rates for advertising are based on the number of viewers or readers.

   Newspapers are no less important, however. Local newspapers are widely read and help influence community opinions on topics they choose to write about. Despite claims to the contrary, all media outlets have shades of bias. Viewers and readers want to be entertained as well as informed. Whether government officials, interest groups, business interests, "talking heads," etc., all know the value of getting their position on the air, online or in print. It is that important. Union members need to understand and take similar action to get our voices heard and opinions seen.