Columnist Paul Krugman is wondering if the news media will take its job seriously when reporting on the 2004 elections and offers some suggestions to reporters: "Don't talk about clothes." "Actually look at the candidates' policy proposals." "Beware of personal anecdotes." "Look at the candidates' records." "Don't fall for political histrionics." "It's not about you." Although this is all pretty basic advice, concludes, "I don't really expect my journalistic colleagues to follow these rules. ... But history will not forgive us if we allow laziness and personal pettiness to shape this crucial election." Journalism professor Jay Rosen thinks that Krugman "should be this year's Pulitzer Prize columnist [3]" for "his courage and relentlessness" but also thinks his advice is likely to go ignored.