Sometimes Howard Kurtz hits the nail on the head, as in this question about why ABC News sent its top anchor into harm's way: "Was this some sort of grandstanding or ratings ploy?" To ask a question like that is to answer it.
UPDATE: A guest on Kurtz's Reliable Sources offers more tough talk: "So what do you do if you have a broadcast called 'World News Tonight'? You bring in an anchor who hop scotches like a pinball from place to place to place to place to place to give the illusion of covering the world." The illusion of covering the world -- again, that pretty much sums it up.