by: David Gardner | Fast Company

As a newspaper executive, what do you do when advertising revenues are tied to declining circulations and undermined by the impact of the Internet and social media? Well, you could crawl up in the fetal position under your desk (not advised)--or you could look to innovate your way out of this dilemma.

Innovation is exactly what many major United States' newspaper organizations—organizations such as Hearst, Gannett, McClatchy, The Washington Post and others—are doing again. Yes, again. How many readers are aware that Cars.com, CareerBuilder.com and Apartments.com are all innovations driven by newspaper industry consortia?