Wednesday, November 26, 2008

Subscribing to a bailout plan for the struggling newspaper

Andy Hobbs writes:

After hitting peak profits and popularity, the once-mighty newspaper industry occupies a smaller throne.

Money isn’t the only problem. In a recent report, media mogul Rupert Murdoch said newspapers became complacent and failed to keep up with technology. Nowadays, newspapers compete for an audience they once took for granted.

When it comes to shaping public discourse, the Internet steals some of that power from newspapers and shares it with the masses. Amid the declining demand for printed newspapers, demand for reputable news has never been higher. The “news brand” will become the calling card, and the printed newspaper will act as one extension of that brand.

A bailout plan for newspapers should include a sharper focus on readers.

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