There is an truism of journalism that the founding, and very successful, executive producer of 60 Minutes, Gerald Stone loved to repeat to his staff. It is one that will have special resonance for cotton growers. It is 'no-one is interested in flood control. Everyone is interested in Noah'. In other words, it is people and their experiences, which capture the media's interests, rather than the explication of issues. Tragedy will draw interest, but so too should good news stories, though they can often work well when you least expect it.