Richard North isn't everyone's cup of tea, but I reckon he's got a point. The convergence between (some) bloggers and the MSM onto an obsession with "fluff" and gossip is to be regretted.
I fear, though, that this question is badly posed, and not just because of the slightly hectoring tone:
You – collectively – can continue to play your little games. Or you can show up the media and the politicians and make the running. Which is it to be?
For me personally, though, there is a third possibility - non-involvement with the MSM. I say this for three reasons:
1. Blogging is a completely different activity. It's a conversation between equals, not ex cathedra statements of "fact."
This contrast always strikes me when I compare my blog with my day job. In the latter, I come across as an arrogant bastard, to a greater degree than I do in the blog. This is not just because I am an arrogant bastard, nor even because I'm a rubbish writer, though I'm both. It's because the architecture of blogging, the links and comments, allows for an egalitarian democratic debate. This is missing from the MSM, where there'll always be a them and us.
2. The MSM is profit-oriented. And profit-making sometimes excludes other ideals. You have to give readers what they want, rather than tell them awkward truths. You have to pretend to be well-informed, because people pay for expert knowledge, not for the opinion of any idiot. Honesty and egalitarianism can therefore disappear. And even when they don't (for example) in my day job, openness does disappear; my articles are behind a subscription wall.
3. The MSM won't change. It will always be hierarchical, deferential to "experts" and "senior figures", and obsessed with gossip. For this reason, I don't like Mike Ion's idea of what blogging's about:
Blogs...influence important actors within mainstream media who in turn frame issues for a wider public.
I don't think this is true. And I hope it isn't. For me, the ideal isn't to influence "important actors", but to abolish them - in both the MSM and in politics. And because this ideal is unattainable, the next best thing is to ignore them.
At risk of sounding pretentious (pretentious, moi?), I prefer to take my lead from Alasdair MacIntyre. There's a parallel between our hierarchical MSM and political elite and the late Roman Empire:
A crucial turning point...occurred when men and women of good will turned aside from the task of shoring up the Roman imperium and ceased to identify the continuation of civility and moral community with the maintenance of that imperium. What they set themsevles to achieve instead - often not recognizing fully what they were doing - was the construction of new forms of community within which the moral life could be sustained so that both morality and civility might survive the coming ages of barbarism and darkness...For some time now we too have reached that turning point. (After Virtue, p263).