Feeding Frenzy: How to Help Editors Fill That Vast Health News Hole

As the use of paid advertising to promote health organizations, services and products has escalated over the last decade, there has been an ironic decline in efforts to capture what used to be called "earned media" - coverage by local newspapers, TV stations and other news outlets.

The irony lies in the fact that this lack of emphasis on media coverage comes at a time when the health and medical news hole - the amount of air time and newspaper space allocated to health-related stories - has grown.