Earl Wilkinson, the executive director of the International Newspaper Marketing Association, says the business will experience a post-2009 recovery of sorts, but is implying it can only do so by capitalizing on hidden assets. That might mean new distribution channels, new niche audiences, cashflow or distribution advantages in a market, new ways to deploy journalists or sales teams, or other things. He isn't prescribing options as much as saying all options need to be pursued.
He doesn't buy into the notion of grassroots change. The big cultural change has to come from charismatic CEOs and a sharp management team, he asserts.
A piece on his Outlook 2009 presentation is here, but it suffers a fair amount in translation.