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Excerpts from a speech by Edward Seaton, editor of the The Manhattan (Kan.) Mercury -1999

Newspapers today, both large and small, are better than ever. They are more intelligent, more diversified, more responsive and more needed. On the big story, the impeachment and what led to it, we got it right - not perfect, but we served the public, despite all the spinmeisters marshaled against us.

One is just a gimmick. I think gimmicks (like the guy Step mentioned who wears a bathrobe in the office) are fine as long as they are both fun and make a point.

A few others are simple, practical things anyone can start doing right now.

And then there are a couple of big ideas that I think have to be understood by newsroom managers or else all the gimmicks and small practical steps will be in vain.

What are the narrative techniques journalists use to frame the news?

Do some stories contain discernible underlying messages?

Maggie Gallagher, the author and conservative Universal Press syndicated columnist for the New York Post, does not see herself as impartial, but clearly distinguishes herself as a journalist rather than an activist. Why? Because she embraces the notion of being fair and accurate to the facts, of maintaining distance from party or faction, of keeping an allegiance instead to readers, and of a belief that there is something called practical truth. In a sense, Gallagher offers a theory of journalism based not on impartiality but on the motive to inform honestly rather than manipulate.

Nicholas Lemann is the Dean of the Columbia University Graduate School of Journalism, a columnist for The New Yorker, and author of “The Big Test,” among other works of non-fiction.

The following excerpt is from a longer oration by Lemann on New Journalism, how his book ideas evolve, and the structure of his book "The Promised Land."

Because the facts and circumstances of each case vary, there can be no specific self-executing rules for the handling of terrorist/hostage stories' CBS News will continue to apply the normal tests of news judgment and if, as so often they are, these stories are newsworthy, we must continue to give them coverage despite the dangers of "contagion."

Don't interrupt your subject, unless his house is burning or you are running out of time. Barbara Walters, who is not too shy to cut into a subject's ramblings if time is short, introduced Mercedes McCambridge on the Today show as a fine actress who once had been an alcoholic. "Not was an alcoholic," said McCambridge. "Is an alcoholic." She then delivered a moving monologue on her battle with the bottle, consuming the entire time slot. At the conclusion, Walters spoke for the first time since the introduction: "Thank you, Miss McCambridge."

As the pitcher must Peel Off each pitch with studied skill, the interviewer must pick his words with care. The power of suggestion is too easy to trigger by a blunt or loaded phrase. Pollsters do not ask "How old are you?" - which invites a Jack Benny fib - but "What year were you born?" or "What is your date of birth?" Name-dropping may also color a reply.

To elicit eye-opening anecdotes - or eye-opening anything, for that matter - the interviewer does not have to impress his subject, to put on a natty and knowledgeable front. In fact, he may well learn that playing dumb is not dumb. "Stupidity is a reporter's greatest asset," said Cornelius Ryan. "Don't be afraid to say, 'I don't under- stand.' You'll be amazed at the help people are willing to give, once they know you are being honest with them."