Julie Rovner, NPR’s health policy reporter, recently moderated a panel on health care reform sponsored by the Village Presbyterian Church near Kansas City. Rovner told me, “I was kinda shocked when I asked for a show of hands in a crowd of 250 plus people, and about 80 percent said they wanted single payer.” On a conference call with health policy types arranged by the policy journal Health Affairs, Rovner observed, “People, if anything, want to go more towards the government and less towards the market.” But she said she did not do a story discussing support for single payer in the heartland. Maybe she should. The Kansas City Star reported on the panel discussion, but it, too, didn’t mention single payer.

The public continues to hunger for a real debate and to rank health care very high when pollsters call. The issue is personal. After all, if you can’t get care because you have no insurance to pay for it, or you are afraid you won’t have enough money to cover medical bills down the road, you care.

How to cover it? A good way to start is with more analysis of the differences between the McCain and Obama approaches. American health care is at a crossroads in this election. Obama would mandate that employers to provide “meaningful coverage” (whatever that means) or by contributing to a competing public plan. He would also require insurance companies to cover people with pre-existing conditions. McCain goes in an opposite direction, away from employers. By tinkering with the tax code, he would make it financially unattractive for employers to offer insurance coverage. He would thus throw workers into the marketplace to buy their own insurance, and would reduce some regulatory barriers in an effort to lower the price. If workers had an uninsurable condition, McCain would send them to what he calls a “guaranteed access plan,” built on the high-risk pools some states have had for years. Those high-risk pools bear press scrutiny; rates tend to be high and benefits limited; some are underfunded. All together they do not make much of a dent in the problem of uninsured people in the nation.

Next on the list should be the money story—a monster with many tentacles the press has yet to grasp.

Who’s financing the campaign? All the presidential candidates have raised almost $1 billion in campaign contributions, according to Opensecrets.org. Health care interests have been big donors. It’s a good bet most will fight for the status quo. They tend to like things fine the way they are.

How will reform be financed—where will the money come from to finance the tax subsides, for example, that both candidates support to help people buy private insurance? Few news outlets have examined the topic and those that have dabbled in it have tended to tilt the stories with an “oh my god, how are we gonna afford all this” tone, which signals from the start that maybe reform is too expensive and works against serious analysis. If the candidates have been vague about the money details, it’s the media’s job to pin them down and illuminate their vision and leadership.

Trudy Lieberman is a fellow at the Center for Advancing Health and a longtime contributing editor to the Columbia Journalism Review. She is the lead writer for The Second Opinion, CJR’s healthcare desk, which is part of our United States Project on the coverage of politics and policy. Follow her on Twitter @Trudy_Lieberman.