'Why' is becoming as important as 'when'

From Jonathan Stray at Nieman Journalism Lab:

Interpretation: analysis, explanation, context, or “in-depth” reporting. Journalists are increasingly in the business of supplying meaning and narrative. It no longer makes sense to say that the press only publishes facts. 

New research shows this change very clearly. In 1955, stories about events outnumbered other types of front page stories nearly 9 to 1. Now, about half of all stories are something else: a report that tries to explain why, not just what.

This is an interesting development for both the brand journalist and the traditional publicist. It means reporters are no longer as "event driven" as in the past. The why in the 5Ws and the H is becoming as important as the when.

For brand journalists, this means there is a growing audience for explaining the more detailed, more nuanced, more analytical story that explains the why.

For publicists, if offers more opportunity to break into the mainstream media with stories that offer analysis and with third-party experts who can answer the why.