There is content that mere gets you into the game. Then there is content people link to, forward, and distinguishes you from the wannabe "me too" company.
A reporter can write about most anything. They are not, and nobody looks upon them to be, experts in the subject they write about. However, many clients hiring writers need to establish their authority and expertise. And, dare I say it, some differentiating approach or defining strategic vision.
Filling the news hole between ad spots and holding viewers' attention is not the same as establishing yourself as a credible authority so you can convince a client to work with you; and for something more than minimum wage.
Let us not forget a whole whopping lot of reportage is criticized for being shallow, entertainment obsessed, and generally not up to snuff. Essentially this content has become advertising for the John Stewart Daily Show.