Tuesday, March 3, 2009


With the Rocky Mountain News closing its doors, I began to think about the concerns facing the newspaper industry. The industry as a whole has been suffering from stale ideas and false hopes.

Thinking of innovative ways to regain readership, the Hearst Corporation plans to use e-readers to electrionically distribute newspapers and magazines.

A CNN article states that media ownership is "increasingly looking to devices like e-readers to lower costs while preserving the business model that has sustained newspapers and magazines."

As I have learned at Lijit, advertising dollars will continue to migrate to the internet where technology provides highly targeted advertising with measurable statistics. Newspapers need to find new revenue streams outside of advertising dollars to survive and I doubt that increased subscription revenue combined with lower costs can save the industry.