For decades, the classic flow of information in the media industry has been from sources in government and business into the newsrooms. By some estimates, there are almost six professional promoters for each reporter. Now a new flow seems to have appeared in the opposite direction. As media companies increasingly expect their newsrooms to promote stories out to the public, regular reporters have jumped into the business of promotion. It should not come as a surprise that the best of them care enough about their material to do a rather good job. Professional spinsters everywhere should take note.