but then what happens? well, the coverage of climate change has dropped out, because the media is thinking of the climate change as a r story for the science section or the environment section and reports that come out that get reported by the media, and then it drops off of the diet of the average american. and so not sustained attention. there is not sustained attention it to. how do we get there? the irony is that the media is reporting stories about climate change everyday. and everyday stories about drought, wildfires, typhoons and hurricanes, about heat, about all sorts of effects and very often the stories will appear without the media even mentioning climate change once. so the idea is not necessarily to do more discrete stories on climate change, but to actually mention the climate change in the stories that the media is already reporting, because in fact, it is part of the story, and that is the context for the stories and right now the media is silent on that conte