With newspapers shuttering left and right, revenues plummeting, and readers spiking in all directions for their news content, journalists are very quick to turn the mirror on themselves these days. This kind of morbid narcissism is not without purpose. In fact, many journalists, editors and publishers understand that their survival depends not just on soul-searching, but finding some accurate data on how the stories they produce are read and spread. Last week saw the launch of a powerful new tool for news analysis: Mediacloud.org. Frequent guest and Mediacloud principal Steven Schultze joins us in the studio once again to talk about what media cloud is, and why it matters.