Wally Dean challenged reporters’ assumptions of what the public wants in news at the annual Midwest Journalism Conference March 23 and 24. “It’s not what you cover, it’s the way you cover it” that determines how closely news consumers follow a particular story, Dean told the room of journalism professionals, academics and students. Dean, the broadcast director for the Committee for Concerned Journalists, says story depth captures and holds the public’s attention much more than pictures of flashing, red lights and yellow police tape. Dean’s session relied on research and observations contained in his book, “We Interrupt This Newscast: How to Improve Local News and Win Ratings, Too.” The session was organized by the Northwest Broadcast News Association and cosponsored by SPJ, AP, the National Television Academy and NPPA.