How Does a News Agency Build a Brand That Educates the Customer?

I worry that you're going to have an intellectual crowd of news consumers, the people who are able to buy the organic and those that don't. And I see this increasingly. This is not really a new problem, but I think it's become worse. So how does a news agency build a brand that educates the customer and also appeals to the higher end that wants an intelligent debate? You brought up some really complicated issues there all in one question.