He is paid to write stories, in the belief that they will attract readers, who can then be advertised at. But his job, the reason why this would not be a purely exploitative manipulation of those readers, is that his stories ought to tell his readers things which will make them better informed about the world, better able to make their way through it. He has just demonstrated that he is either unable or unwilling to do his job. His readers might attempt to extract information from his words by undoing the distortions imposed by his folly and manipulations, but life is too short. His words are worth attending to only as specimens, rather than communications.