Stephen Colbert has made a cottage industry of using lobbyists' thirst for publicity to set them up for satirical segments on his Better Know a Lobby segment.

But you'd think somebody who lobbies for newspapers might have an inkling of what they're getting into, sitting down with Comedy Central's fake version of Bill O'Reilly.

Here's Colbert's conversation with John Sturm, president of the Newspaper Association of America, producing a segment funny enough to almost make us forget what an economic free fall newspapers are stuck in these days.

Almost. *