well, if you care about sports at all, it's harder to skew a report on a game (the score was ..., so-and-so scored twice, this-person threw two touchdowns, Joe Somebody hit a home run, etc.)
Being in Oregon (and thus reading the Oregonian), I read the Fry's ad three times a week and "The Edge" (fully realizing that it's very liberally biased, but it's not a serious thing anyway)