Crossword Genius

How to encourage printed media? (5)

Ross

I believe the answer is:

press

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'media?' is the definition.
(I've seen this before)

I don't understand the remainder of the clue.

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(Other definitions for press that I've seen before include "(Of time) be short" , "Weigh" , "Impel" , "Reporters" , "somewhere to keep clothes" .)

I've seen this clue in the Sydney Morning Herald.
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