Not that long ago, most reporters did not have their own brand. The only personal feedback was a very occasional letter to the editor. Their success and reputation was tied completely to the success of the institution as a whole. Today, reporters are entrepreneurs, building their personal brands and followings. This creates powerful and bizarre incentives that are often inimical to accurate reporting. At the same time, large newspaper budgets are shrinking and editors are being laid off. The optimist in me remains hopeful that out of this deterioration in mainstream media will emerge new organizations, perhaps nonprofit, that will fill the void for credible, fair and accurate reporting.