Furthermore, the Guardian should also strive to separate the two distinct functions of its enterprise, namely editorial opinions and factual news reports. The former is an area of subjective judgment and opinion while the latter is supposed to be objective and factual. While this dichotomy is more relevant to the print media, it is also applicable to the radio and online news media as well. Maintaining this dichotomous separation is easier said than done. What one finds in reality though is the imprint of the editorial policies on the process of selecting stories to report. A factual report is not in and of itself a neutral and objective one. Editorial pressures usually decide which stories are picked and which are left. Hence, under the apparent disguise of objectivity and factuality there can be an ideological thrust, which can serve against the interests of the common consumer of the particular news media, be it radio, online or newsprint. Almost every major newspaper in Britain is biased toward one side or the other of the political spectrum and the Guardian is no exception to this rule. Hence, in terms of consolidating its market share the Guardian management should look to improve standards of fairness and objectivity in their news reports. Not only will this ultimately improve the bottom line but also fulfil the founding principles of the Scott Trust.
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