Should editors and reporters own stock?

I was reading this piece about Rupert Murdoch criticizing the media and I was thinking what could solve this? What about giving the staff shares in the newspaper? The more shares the more they have to lose by indulging their own personal political preferences that turn away readers.

With newspapers cutting back and predictions of even worse times ahead, Rupert Murdoch said the profession may still have a bright future if it can shake free of reporters and editors who he said have forfeited the trust and loyalty of their readers.
"My summary of the way some of the established media has responded to the internet is this: it's not newspapers that might become obsolete. It's some of the editors, reporters, and proprietors who are forgetting a newspaper's most precious asset: the bond with its readers," said Murdoch, the chairman and chief executive officer of News Corp. He made his remarks as part of a lecture series sponsored by the Australian Broadcast Corporation. . . .