While the stories the Guardian breaks are sometimes important in the sense of being about events affecting the world in a big way, a celebrity story broken in the Daily Mail, on TMZ or in the pages of Hello! may well be seen as more important by individual people.

I care more about the SNP's position on corporation tax than I do the love-life of Justin Bieber or who was a bitch backstage at the X-Factor, but the latter two examples are going to sell more papers/magazines and so be important to people. (although I, like you, would have a different view of what's important)