Here’s the answer Bryan Gruley of the Wall Street Journal gave a group of Medill business reporters today:

People’s need for knowing what they didn’t already know.

People’s need for good storytelling.

Simple.

Most truths are.

If you have access to the Wall Street Journal archives, I’d suggest reading Gruley’s tribute to Tim Breslin, a former Chicago Wolves hockey player who died young of cancer - especially if you ever played hockey. It’s simply great.

Here’s a great piece on Gruley by Poynter.

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