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Ezra Klein says he’s “baffled” by Michael Kinsley’s column on healthcare reform in the Post today.  He’s being way too kind.  I read it last night and Kinsley’s column isn’t even coherent.

Do we need a root-and-branch reform of healthcare in America?  “The answer is probably yes,” Kinsley affirms.  But then, without warning, he pulls a high-speed U-turn out of his hip pocket and declares that we shouldn’t bother right now regardless.  Why?  Because healthcare reform gets its urgency “merely from [its] association with truly urgent measures like the stimulus package.” Because it will cost $100 billion per year or so and it really ought to be free.  Because it will be politically difficult.

Huh?  Healthcare reform was viewed as urgent long before the banking crisis.  Its cost is no surprise at all.  And everyone knew it would be politically difficult from the get go.  None of this is news and none of it makes any sense.

And what makes even less sense is the “low hanging fruit” that Kinsley suggests we implement in place of broad change: malpractice reform, electronic recordkeeping, and comparative effectiveness research.  That’s not low hanging fruit.  It’s low hanging gnats.  They’re all good ideas, but they’d have only a tiny impact on costs and essentially no impact at all on broadening coverage.  It’s like telling GM to spend more time designing prettier hubcaps.  Very strange.

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WE'LL BE BLUNT.

We have a considerable $390,000 gap in our online fundraising budget that we have to close by June 30. There is no wiggle room, we've already cut everything we can, and we urgently need more readers to pitch in—especially from this specific blurb you're reading right now.

We'll also be quite transparent and level-headed with you about this.

In "News Never Pays," our fearless CEO, Monika Bauerlein, connects the dots on several concerning media trends that, taken together, expose the fallacy behind the tragic state of journalism right now: That the marketplace will take care of providing the free and independent press citizens in a democracy need, and the Next New Thing to invest millions in will fix the problem. Bottom line: Journalism that serves the people needs the support of the people. That's the Next New Thing.

And it's what MoJo and our community of readers have been doing for 47 years now.

But staying afloat is harder than ever.

In "This Is Not a Crisis. It's The New Normal," we explain, as matter-of-factly as we can, what exactly our finances look like, why this moment is particularly urgent, and how we can best communicate that without screaming OMG PLEASE HELP over and over. We also touch on our history and how our nonprofit model makes Mother Jones different than most of the news out there: Letting us go deep, focus on underreported beats, and bring unique perspectives to the day's news.

You're here for reporting like that, not fundraising, but one cannot exist without the other, and it's vitally important that we hit our intimidating $390,000 number in online donations by June 30.

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