Watching the evening news in 2011 is a strange time-travel experience. 'The CBS Evening News ' 'ABC World News' and 'NBC Nightly News' haven't changed their style over the decades still going for that old-fashioned mix of voice-of-authority pomp and feel-good fluff. The difference is that people aren't watching.

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The very essence of the creative is its novelty and hence we have no standard by which to judge it.