Recently a certain columnist at a certain Pittsburgh online newspaper wrote a sexist, misogynistic screed about women and the NRA. It was picked up by the blogosphere, driving lots of new traffic to that paper's website.
Online newspapers make their money from advertising, and in order to sell advertising their sites need lots of hits. They will be more than happy to hold their noses and keep the most disgusting so-called writers on staff if those writers' vile blatherings generate said hits.
Complaining to the authors of offensive articles, who are attention-whores anyway, accomplishes nothing. Like the dog who soils the carpet because being beaten is preferable to being ignored, any attention is better than none. And complaining to their bosses only confirms the "value" of the hit-generator.
So rather than link back to the crap itself, thus proving its value to the publisher, make one short visit to the newspaper's website. Take note of the biggest advertisers, and contact them. Explain exactly why you will never spend another dime with them if they continue to support such garbage. Copy the so-called writer and his bosses on that message so they understand precisely why their revenues are likely to decrease.
And just for the record, in case this so-called writer should blunder in here, "it's satire and you're too stupid to see that" isn't working for Scott Adams and it won't work for you.