Maybe so, but I think it is only a matter of a short time. I think back over 10 years of conversations with friends, colleagues and acquaintances and see that the subject of sustainability comes up with ever more frequency - whether the MSM want to cover it or not.

The MSM use a very simple equation: give readers/viewers what they want, and then sell their attention to advertisers. It hasn't always been so, but it is now. In the recent past it has been self-fulfilling: as opinion leaders, the MSM have also manipulated the 'what they want' part.

Right now - and into the foreseeable future - the MSM are bleeding. Newspaper circulations are falling, general broadcast TV channel ratings are dropping. And advertisers are not only shifting their ad budgets into specialist focused media channels (including websites), but they are competing in a saturated market, where it is much much harder to get the attention that they need because they are trying to get the attention of people drowning in a sea of mental polllution.

What I am saying is: when the issues change, when sustainability is an interesting subject, when people realise that they've been fooled for so long by so few, the MSM will turn on a Euro and go green almost overnight. They don't really have anything to say, they just want to be what we want them to be.

You can't be me, I'm taken