The Plight of the Unknow Candidate - Why is Water Wet?

Candidate Name Recognition - Why is Water Wet? 

Mainstream media usually argues that the reason they don't cover less-known candidates is that they don't have name recognition. Umm, sure..... And the reason water is wet, is because it's water! 

Isn't the function of the media to inform its readers? 

For decades, We the People and the media have been complaining about our dysfunctional government and the method of campaigning. I find it disturbing and symptomatic of our nation's decline that the media has not figured out how to create a balanced (not biased) method of media exposure for the candidates and the campaigning process. As an engineer, I don't see it as a daunting challenge. 

Perhaps the reason lesser-known candidates don't get media exposure is simply that the media is a purely capitalistic business and it does not make sense for them to spread the word about candidates who don't have buckets of money? 
Between Scott and Crist, Florida's media consortium will take in $150,000,000. That is big money. 

I suspect the media feels as downtrodden and impotent as our huddled masses trying to fix this mess? Our country is running out of time to stop its continuing decline. If we don't start fixing problems faster than we create them, we will lose our status as an economic and technological leader. Once we lose that status, it will take generations before we regain our status. 
I believe the media must play a role in fixing our dysfunctional government and campaigning process. I believe it can do so without the suggestion of favoritism or endorsement of a candidate. If We the People want to fix this mess, we the need the media's help.