When Murray talks about "craft" he's referring to the skills it takes to be a good journalistic writer. He calls it a "craft" because you can teach someone how to be a journalist. When you refer to journalism as an "art" it means that you are naturally good at it.
Anyone can write a story about their 90 year old grandma's birthday party at the old folks home....but it takes a skilled writer to "craft" a story out of a situation like this and make it appealing for someone to read.
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