From Politico.com: Why Does the Press Cover Seemingly Trivial Matters?

So, after 19 months of following the 2008 presidential campaing (well, actually, it started immediately after last presidential election), and the successful Conventions for both parties, I decided to take an abrupt break from the news and politics. Somehow I have a feeling I did not miss much. 

First exciting news I was able to find upon my return comes from Politico.com

Why does the press cover seemingly trivial matters like the "lipstick on a pig uproar?" (Or name your own trivial uproar.) Is the press complicit--or even the principal engine--in making politics so conflict-driven and superficial? - Politico.com