Indeed, the Monitor will soon redesign its online global warming page to put more emphasis on what readers can to do mitigate climate change. “Even people who are very skeptical of global warming like to think of themselves as environmentalists and green,” said Lamb, who spends a couple of hours a week poring over readers’ e-mails and trying to assess their viewpoints. “I think they feel a general sense of stewardship of the environment that still applies to them despite their disagreement on the one issue.”

Curtis Brainard is the editor of The Observatory, CJR's online critique of science and environment reporting. Follow him on Twitter @cbrainard.