long tail vs the monotony

A while back I came across a great article that addresses the implications of popularity oriented media. You can see it here on MediaAngler. One statement stood out:

Many of the journalists who feel frustration with traditional media feel it because there’s no way to crack the consensus and move the discussion (any discussion) on.

If journalists are ahve a hard time getting out of the monotony rut, then how are rest of us going to do this?