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As far as I know you gain readers by that - like if you are very informative and if you print informative stories instead of others. But I haven't figured it out completely either.
No perks for consistently staying on either end of the perception scale is too bad. First, staying on one end means making suboptimal article placements, burying some great headlines because they don't fit the brand. Second, placing potential subs on only three spots will grow some pretty big stacks that take a long while to convert to subs.
These things make being moderate better than informational or sensational (higher weekly profits and faster sub growth). I assumed staying consistently info or scandal would compensate for the power gap with moderate, but I'm gathering now this isn't the case.
PS I still really like the overall system. It's simple, elegant and evocative. If nothing else, perception is great for role-playing!
Edit : Went back to patch notes and here's what they said:
"We are laying a foundation to build upon in future updates, where perception will play a big role in long term planning, rivaling newspapers and other interesting mechanics.
With this update, its main focus is gathering subscribers."
OK! The system seems promising and I look forward to seeing it fleshed out.