As discussed above, with the growth of mass media, especially from the 19th century, news advertising became the most important source of media revenue. Whole audiences needed to be engaged across communities and regions to maximize advertising revenue. This led to "[objectivity as an industry standard […] a set of conventions allowing the news to be presented as all things to all people". In modern journalism, especially with the emergence of 24-hour news cycles, speed is of the essence in responding to breaking stories. It is therefore not possible for reporters to decide "from first principles" how they will report each and every story that presents itself - thus, some scholars argue that mere convention (versus a true devotion to truth-seeking) has come to govern much of journalism.