He could always go and get a job with a proper paper.
Truthfully, when you look at the standard of journalistic writing in the Stir (Dire) vs. Yorkshire Post (Poor) vs. a National title like the Guardian (Kind of OK). It is night and day. Shields articles always look like they were cut and pasted together from four emails about different subjects. Did he get a GCSE English? How the Stir manages to keep from having its doors close I have no idea.
I presume that James gets reasonably well paid for his work. Watch as many Blades games as you can, then write a couple of hundred cobbled together words that anyone could have written, in a style that is completely without style, wit, or interest. Maybe its harder than it looks? Maybe its just a nice steady way to pay the mortgage..?