JJ Jameson can't be called a true journalist, as he constantly spins the Bugle to suit his anti-spiderman agenda.
White actually goes toe-to-toe against Lex Luthor. And when Superman shows up, he want to know the truth about him (is he friend or foe?) rather than just go berserk over trying to make a villain out of him (and JJJ has done with Spidey).