1. The whole "protect my loved ones" thing is kind of silly at this point. Darkseid knows who Superman is, and he's never nuked Smallville. Same goes for Mogul, Cyborg Superman, Parallax, Superboy Prime, the Monitors, etc.
2. Then you wear a disguise, I guess, if it's that much of a problem. Even then, you're talking an hour or two a day versus two people. Does Brad Pitt have a secret name when he dons sunglasses and runs out for milk?
3. I'd argue, as newspapers decline and reporters become bloggers or television personalities, they'd be more inclined to trust the man who admited to having powers than the ones without. All you have to do is retcon out the dichotomy, and he becomes the world's best blogger.