Who Will Run the Last Story?


by Roger Pynn
As I read this article from The New York Times about the malaise of the newspaper industry, I had to wonder which paper will run the final article … the one that says, “This is the end of the road for an institution once so powerful that what they thought drove what the most powerful did?”
I’ve written many times about my affection for daily newspapers, having started my career there and relied on pulp far more than airwaves or bandwidth to deliver news all my life.  My paper is a good friend.  My paper and my morning cup of coffee have a lot of shared memories.
But this quote in particular stood out:
“More and more publishers are coming to the recognition that there’s a new normal,” said Alan D. Mutter, who teaches media economics at the University of California, Berkeley, and writes about the media on the blog Reflections of a Newsosaur. “And the new normal is not nearly as nice as the old normal was.”
I’ll adjust and I’ll surely get used to consuming news on one of my devices, but I won’t like it.  And I don’t think I (or anyone else) will ever see those who deliver information to my digital door as institutions of power, objectivity or authority.  The model they’ve crafted makes them click chasers who erased the invisible line between newsrooms and the revenue-driven front office.
To people in our business, perhaps it is a good thing.  The door is wide open for us and our clients to become much more important sources of news and information to our stakeholders.

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