Diane Mermigas, the editor-in-chief of MediaPost, writes that newspapers are not sufficiently adapting to the digital sphere. The tinkering at the edges --- converting to a newsstand tabloid instead of a broadsheet, for instance --- only forestalls an inevitable decline.
Her post (available after registration) reasonably (if somewhat same-soundingly) argues for significant change: "The Internet's unique niche and scale economics must be adopted at every level of the media business to translate into sustained growth, profits and engagement with consumers and advertisers"
She suggests newsrooms need to act upon the need for social networking, a strong interface and findability tools. "Recent initiatives by traditional media players--spurred as much by cost-cutting as exploring new digital options--lack the radically different infrastructure, practices and interactive trappings essential to sustainable growth."
