Advertising executive Gary Stein believes in the newspaper, he worries that it's in steep decline, he sees the emergence of social media as a direct influence on that decline, and offers his advice on how to save the newspaper. He distills it into three clear points:
1. Channel all content into networks. Stein admits this won't make money directly but will stir interest. He suggests news is a commodity online.
2. Charge a lot more for the print edition. Make it deeper, make stories longer, and then expect advertisers to spend to reach that high-quality audience.
3. Put everything into a wiki, including reporters' research. Engage the audience by letting it play with the raw material of journalism.