For the non-chess PJ, covering a chess tournament isn't exactly the sort of assignment to get the adrenaline pumping. For them, a chess tournament is just downright odd .
Well, here's an idea for FIDE: they should encourage more of the Anna Sharevich type. "Think a 2200-rated Paris Hilton", said GM David Smerdon about her. She'll get anybody's pulse racing that one.