‘Only as an afterthought did it dawn on us that the audience is the real content on the Web.’

Balanced coverage results in a ‘misleading scenario that there is a raging debate among climate-change scientists regarding humanity’s role in climate change.’

‘In an era in which digital alteration of images is increasingly easy, credibility is everything.’

A reporter describes the systemic forces that work against the story of climate change being accurately told.

In reporting on the science of global warming, journalists contend with powerful, well-funded forces using strategies created by tobacco companies.

At a journalism seminar, a BBC producer was ‘struck by the concern about intelligent design amongst our transatlantic colleagues.’

‘… to truly understand I.D., people need to look at things in ways that are different from our accustomed patterns.’

‘The crucial leap will be helping our audience become involved in the process much more directly.’

‘Conflict does attract readers. But pursued as a virtue unto itself, it can distort news stories and skew public understanding.’

One veteran reporter describes the complexities involved in telling this story as like entering ‘The Land of Muck.’