(1) can be as simple as the kid's picture catching the eye of an editor at a major-market TV station or a big-time newspaper (or, more likely, the kid being from a major city in the first place, as is the case here). American journalism flows downhill: The reason the New York Times is considered the "newspaper of record" - or was in the past, anyway - isn't because it's the most brilliantly written and edited journalistic outlet on the planet; it's because every other editor at every other journalistic outlet in the country looks at the Times when making their own decisions about what to cover. Many other big papers and TV stations have similar trickle-down effects.
As for (2), I'll just note that the only reason the Chandra Levy story ever got any play is because immediately after she disappeared, her family contacted a newly-created missing-child public relations organization staffed by professional PR people that know how to get press.
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posted by jokeefe at 11:58 AM on February 5, 2002