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Paywalls on main stream media websites don't help either - one of the reasons the AFL, NRL and Cricket Australia invested heavily in their websites and internal media operations (Until News Ltd had a cry).
Can't really blame the East Coast media for not carrying stories about the Force, they'd likely rely on a local reporter over here (Fairfax owns WAToday for example). A story on a team on the otherside of the country probably doesn't generate enough clicks for a website like the SMH.
Agree that the local media should have more but like I said, the West is obsessed with the WCE and probably the Scorchers for this week.
Someone here go study journalism