In defense of Gunned, I've worked in a few newsrooms and here's what I've seen. We'll use Phil Rogers' trade prpposal as the example. Editors will not walk up to Phil and say, "Hey we're looking to boost circulation. Why don't you come up with the wackiest trade proposal you possibly can on this whole Miguel Tejada thing." While they will ask Rogers to write a piece specifically on the trade proposal, it's entirely up to Rogers as to what that opinion will be. Perhaps the direction this discussion should go is to assess the motivation behind Rogers' proposal to trade Carlos Zambrano instead. He may think it really is in the Cubs best interest. He may suggest it just to generate more discussion on the topic. Or, in what is becoming increasingly more common these days, he might be trying to generate enough of a buzz to buy him some face itme on TV. It's an all-too-popular (read: lazy) way of filling air time on all those all-sports stations. Circulation numbers do not drive the cost for ad space. Any ad salesperson will tell you demand drives the cost. And any good salesperson knows how to generate demand.