And Earl Wikinson has some tough queries. In very brief, they ask if newspapers are:
1. Investing in services to understand the consumer?
2. Carving out funds for marketing, research and development?
3. Shifting funds to narrowcast media?
4. Creating online tools for marketing?
5. Focusing on smaller advertising accounts?
6. Collaborating with other news organizations?
7. Developing audiences and community?
8. Investing in niches?
9. Redefining local?
10. Holding everyone accountable for metrics?
Wilkinson says anything less than a high score suggests all the paper has to show for its efforts is a decent profit-and-loss quarter.