In 2003, Steven Lerner, creator of Albino Blacksheep, created a parody webpage titled "French Military Victories". When typed into Google, the first result (or the "I'm Feeling Lucky" result) led to a webpage resembling a Google error message, reading, "Your search – French military victories – did not match any documents. Did you mean French military defeats?" The page received over 50,000 hits within 18 hours of its release.
Mr. Lerner was able to exploit Google's "learning" algorithm. He had all of his buddies the lived in his dorm type "French Military Victories" into Google and then dig through the listings until they came to his page. Then they clicked on the link to his page thereby floating it up in the rankings.
Nearly all Main Stream Media sites use a similar "learning" algorithm to keep their fingers on the pulse of their audience. They float news items that receive many hits to the front page. They sink older items off the page as the hits slow down.
One way activists can gain visibility for pet issues is to go to the MSM websites and perform a search using key words linked to their pet issue. Like Mr. Lerner, they need to enlist their friends because this is a game of numbers.
For example, a person who wished for increased coverage on the disingenuous, smoke-filled-room process behind the passage of the Affordable Care Act could encourage all of their friends to go to CNN (or any other MSM outlet) and search for "Jonathan Gruber Affordable Care Act". Access the most recent article listed.
Barring editorial cherry-picking, articles with that content will start showing up on the first page after enough people perform that search in a compressed period of time.