Imagine you are a journalist in a small country town.

Reading the newspaper: Brookgreen Gardens in P...

You know everyone and they know you.

Any unethical behaviour will in time be found out.

Then you lose your contacts, advertisers, circulation and your newspaper’s reputation.

Imagine you are a journalist in a city.

You know no-one and no-one knows you.

Any unethical behaviour may not in time be found out.

Then you keep your contacts, advertisers, circulation and your newspaper’s reputation.

Unless the city becomes like a small country town (as is happening with the internet, social media creating a confluence between newsmakers and news consumers).

Where personal contact, ethical behaviour and trust is vital. And people will ask their friends for the latest news rather than an untrusted media outlet.