Not too long ago journalists were absolutely clear about what scientists have to deliver to get their science-stuff into the magazine: catch-phrases, blood, sex, pictures. They were bossing everybody around. Obey or go away.
They called it science-journalism but it was annoying, damaging crap. The public was fed a shale derivative of science. It never really went away because it takes some time to deflate the Ego of those know-alls. But then it got worse. A new breed of smart-*sses was angrily demanding: Every scientist should be blogging! Yeah, right. Those autistic geniusses from the basement of the engineering-department were supposed to chatter about their passions? Oh, and Twitter! Use Twitter! 140 characters are enough! And let the public devise your next research project; they must be involved - being tax-payers, lalala... That has gone by. Finally we are told that professional science-communicators are hip.
Now we are talking.
It took them only about 25 years to discover that.