I look for football knowledge. I hate reading something by a journalist who clearly knows less about football than I. And I don't know that much.
I look for good writing. They have to be able to convey what they're covering in a compelling manner. I don't need spoon moon June crap, but something that grabs my attention and forces me to read further.
I look for inside knowledge, or at the very least someone who discerns what's happening from the glimpses they see. Nobody has inside access (that goes for the "insiders" on message boards as well) but these guys typically have a higher level of contact with the players and coaches than us schmoes, and from what they're given, I like to read a good extrapolation now and again.
I look for objectivity, and in the case of Husker coverage, a bit of homerism. I know journalists are supposed to be objective and neutral but let's stop kidding ourselves - they're human, and their income depends on the nuggets of info they receive from the program. They pay their bills by having people read what they write, and when they have nothing, I appreciate someone who can be objective when the coaches (Bo) is an a$$ to them, or when a player (Martinez) is less than microphone-friendly.
Why homerism? Because I can go anywhere around the country and read about all the problems facing the Huskers. I can go to any message board, any CBS "journalist,"
any ESPN analyst and find out what I already know - this team has weaknesses, and deep flaws. So, while I don't mind a local journalist covering those flaws, I don't want to read someone who revels in it.
There are a lot of talented journalists covering the Huskers in Nebraska. Look around the country - we're spoiled. Sipple is the sh#t. Sam McKewon is cut from a rare cloth. Nyatawa is one of the lesser-discussed dudes around here and he's a pretty good read. Even the "bad" guys, like Shatel and Chatelain are pretty good reads - and Dirk is quite a good writer, to be honest.
Basically, I want to be informed, I want to find out something I didn't know, and I want to walk away from the article knowing the truth of the situation. And if I can possibly feel better about what's going on, that's a positive. There's enough crap out there in the world. I'm not following Husker sports to wallow in bad news. At the end of the day, this is supposed to be an escape from the hum-drum of everyday life.