His special report for E & P doesn't necessarily move in the direction one might expect.
For one, there is ambivalence about the necessity for editorial reinvestment.
Although there is sound argument in the piece about the need to reallocate newspaper spending into editorial and away from production, circulation and even advertising, some sound the voice of reexamination of priorities over the approach of refilling the newsroom. One expert suggests newspapers over-serve.
Greater dollars need to be spent on marketing and audience research, Fitzgerald hears, and something must be done to combat the 75-25 split of non-editorial/advertising costs to those prime areas of activity and value.