It's the time we know you've been waiting for all week: The presentation of the "Wile E. Coyote Anvil of Reason Award," given to that person in the news who most needs a dose of brutal cartoonish enlightenment.
This week, there were many good options, but one news story stuck in our craw more than any other: General Electric's ability to avoid paying any federal taxes on millions of dollars in corporate profits.
At first, we tried to be understanding with GE, writing the company a kind letter and even offering to buy its millionaire executives lunch. Then, we offered 10 suggestions to help GE repair its image.
But GE has ignored us and persisted in its tax-skirting ways. This behavior has earned the company criticism from nearly every media company in the county. Except one: NBC.
Why hasn't NBC brought up this indiscretion? It might have something to do with the fact that GE owns NBC.
"NBC didn't seriously cover the news that its parent company avoided paying taxes last year when that story hit the front page of the New York Times on Friday," wrote Adam Martin in the Atlantic. "As the Washington Post points out, it didn't cover it Saturday, Sunday or Monday, either. Today, based on searches on its site, it seems the network still hasn't devoted any time to the story."
Maybe NBC isn't covering the story because its reporters got beat. Maybe the journalists there just don't think it's a big deal and buy their parent company's argument. Whatever the excuse, by not covering one of the biggest stories of the week, when every other major media outlet in town is covering it, NBC has opened itself up to criticism that it's ignoring its parent company's controversy.
This is why we've decided NBC needs a helping hand -- in the form of a cartoon anvil crashing down on its studios from above.
Sometimes even veteran journalists need a reminder about what's a news story and we're hoping a giant thud on the head will serve as that reminder.
Congratulations, NBC. Your anvil will be delivered by air mail.