The only reason the media would ever cover such atrocities is because they are rare, and thus newsworthy. Drive-by shootings are never given the news coverage that mass shootings are given because they are common and thus "boring".
The only hope we may have is for the average person to be jaded by mass shooting incidents resulting in waning viewership (demand) and thus waning coverage (supply). This would rob would be shooters of a spotlight and, hopefully, lead to waning incidents.
You would think that the pandemic would have already taken the air out of the shock value of such incidents though.