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“I was a little surprised that someone would have an issue with an article about leaves, but not shocked someone had an issue with something these days!” Livingston told Earther via Twitter direct message. While Livingston said he would likely follow the group to understand their viewpoint, the exchange does raise concerns about a boomerang effect, where pushing people to talk about climate change may turn them off from the idea.

It’s also worth noting that while the media’s climate coverage is by and large a wasteland, there are oases. The Weather Channel of all places is absolutely killing it. And in the wake of Hurricane Michael, Jake Tapper’s first question in a nationally televised Florida gubernatorial debate was about climate change.

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Locally televised debates in Indiana and Colorado also featured climate questions, with moderators noting it was the top topic the public was interested in. “Some journalists think the public doesn’t want climate coverage, but they’re wrong,” Hymas said. “Individuals should make noise and let media outlets know that they want to hear about climate change.”

EndClimateSilence.org represents a digitally-focused way of amplifying those grievances in the hopes of further improving coverage. Of course, doing so would ultimately put Guenther out of business, but there are worse things in the world. For instance, catastrophic climate change.

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This post has been updated to clarify climate coverage around the presidential campaign in 2016.