Surrendering to the electronic media is dangerous because of the way news and opinion is targeted to meet our existing interests or leanings.

With traditional news sources we are given all manner of subjects designed to appeal to a wide and diverse audience, which is attracting advertising for that audience.

Electronic media is tailored to meet interests we have already flagged in our use and focus on previous articles. The net effect is that our exposure to various points of view is greatly reduced and our existing beliefs are reinforced and our views narrow.

Most of us value diversity in most things - we certainly can't afford to lose it in the media. Maybe we need to rethink how news is funded. Most Australians consider it an important part of our culture.

MEDIA is the sword arm of democracy, a key fundamental in Australia's political and social realms. WIN Corporation's decision to axe four local newsrooms, including here in Orange, should have us all worried, although the writing was always on the wall.

The role of the media in a functioning society is huge, thus, having an over-arching obligation to act in the public interest is paramount. However, this obligation cannot be fullfilled unless Australia's media landscape remains diverse.

Despite this obligation to the Australian public, WIN's closure shines a light on the harsh realities the general media landscape faces.

As a result of internet popularisation and changing consumer habits, several media magnates have undergone severe restructures to reassure their survival and their ability to continue to tell local stories.

It's a harsh reality, and despite the media's natural obligation to act in the public's interest, WIN's decision to back out of local news was always going to happen sooner rather then later.