They deliberately encourage copycats in order to boost ratings. Millions of people tune into the news when a shooting happens.
Here is an example of the media glorifying a killer for ratings: 30 second Video: Sheriff asks media not to report Oregon shooter’s name, CNN ignores request and does it anyway, including publishing his social media comments. (Note: video was edited by uploader to censor CNN’s publishing of the shooter’s name)
It’s worth it to watch that clip a few times. It’s so insane that we allow this.