This man owns you. He understands perfectly well that he is the news. You can’t ignore him. You’re always playing by his rules — which he can change at any time without any notice. You can’t — in Putin’s case — campaign to vote him out of office. Your readership is dwindling because ad budgets are shrinking — while his ratings are soaring, and if you want to keep your publication afloat, you’ll have to report on everything that man says as soon as he says it, without any analysis or fact-checking, because 1) his fans will not care if he lies to their faces; 2) while you’re busy picking his lies apart, he’ll spit out another mountain of bullshit and you’ll be buried under it.