The entire AFL media is based on the "good bloke" principle, isn't it? So I guess King is friends with the right people. People watch/read/listen to all the content anyway, doesn't really matter if it's good or bad.
I disagree with that. Like most journos he's employed because he gets people to look. His articles and out spoken controversial ideas make people look. Just like Purple, the papers can see in real time what gets clicks on their site. If you are considered and unassumingly balanced no one looks, say Collingwood and Richmond can't make finals and they have their servers overload. Find some salacious gossip that could cause a player to miss games even better.