For those in the media it’s always interesting to learn how newspapers or television channels are faring, who the movers and shakers are, what the buzz is like, what the grapevine is, what the managements are up to, etc. So, a headline on the front page such as ‘TOI bigger than next 3 papers put together’ draws your attention immediately and gets you hooked. It’s not strange any more to see how newspapers or news publishing organisations use surveys to their advantage, the objective being to impress on the reader who is King.