collection agency for newspapers. If there is only one intermediary enforcement agency, there is the potential for regulators to see this as a "price fixing" scenario. This same situation was the impetus for the formation of BMI after ASCAP had been in business for thirty years. Newspapers can avoid this potential problem by not granting exclusive rights to the licensing agency and by allowing websites to purchase the content directly from the source.

All the News That Fits

Every newspaper is scrambling to integrate its print product into an internet format. Unfortunately, the execution of this strategy often comes across as grandpa trying to figure out that new fangled typewriter called a computer. A verbatim version of a newspaper's story that is run on its website is not integration of the two media. This is simply running a story twice in two different media. In order to earn readers and make money, newspapers will be forced to deal with the 24/7 news cycle and update stories hourly.

Ironically, the "Wall Street Journal," now being led by one of the most traditional, old-school newspaper owners, Rupert Murdoch, has turned the corner on getting print and internet integration correct. Once the print story has gone to bed and the newspapers are sitting on hundreds of thousands of front lawns, the "Journal" has begun sending periodic updates on those stories via opt-in, emailed "News Updates."

While these updates do not have banner ads accompanying them YET, Murdoch did not become a billionaire by giving away his content. The WSJ Updates will no doubt soon be sponsored and these banners will have links back to the sponsors' websites where the willing reader will be given the opportunity to purchase something else.

Daily newspapers can also learn and thing or two from the search engine business - "Google" in particular. Readers have changed from being passive consumers of news and entertainment to being more proactive and "search" oriented. Most newspapers have not grasped the importance of this concept. Enhancing search function the newspapers digital media would help keep the multi-tasking "searcher" engaged.

The ad model of "Google" is also something that the old-school newspapers could benefit from. The company's "Ad Words" program which allows advertisers to bid on key words and establish a daily or weekly budget, based on performance of the ad, not the traditional flat rate, has made Google the most successful media property on the planet. Some of these billions of dollars could find their way into the coffers of the newspaper companies if they applied this same performance-based strategy.

And That's the News

Since the invention of the printing press, newspapers in one form or another have played a critical role in the development of civilization. They have had a hand in electing world leaders, starting and ending wars, acting as governmental watchdogs and building enormous wealth for the families and individuals who control them.

As was the case with the silent movies when the "talkies" began appearing on screens, newspapers are now experiencing the pain of irrelevance. The old ways of producing and delivering compelling content are not acceptable anymore. The public's tastes have forever changed and it will be up to the leaders of these media companies to adapt to these new opportunities or risk becoming another dusty display in some media museum.

Learn more about this author, Art Young.
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