While coverage of the environment generally has increased in the national media, some subjects remain difficult to place. One such subject is endangered species and threats to their survival, in particular, loss of habitat. This article is about the reporting of one highly endangered European species, the Iberian lynx, in the UK national press. It exposes the news values determining which stories get into the press. The article also explores the role of individual journalists and environmental campaign groups in getting coverage and the persistence, invention and manoeuvring which leads to innovation in news values.
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