As a member of the press (albeit a minor one), I have to ask who and/or what doesn't have a "shady side"? Wherever one or more homo sapiens congregrate, you'd better believe that sooner or later there are going to be complicatons, and very possibly shennanigans!
A wide variety of people and organizations comprise "the media"--in fact, this website could also be considered media, with all of us as its contributors--and the integrity levels vary, as they do in all professions.
The idea behind a newspaper or other printed medium, however, is that printed word (and since the invention of radio, the broadcast word) can not only inform, question, and serve as a "watchdog," but also bind the reporter to accountability. Most journalists are aware they are being held to a higher standard and will be dismissed if they do not behave in ethical fashion, and they therefore act accordingly.
Perhaps this has been off-topic, but perhaps not . . . because of censorship issues in both Tsarist and post-Tsarist Russia, plus our own questions about reportage re: the assassination of the Tsar and his family, sooner or later journalistic ethics are bound to be part of the discussion.