The Philadelphia Inquirer and Philadelphia Daily News, after sharing as their online home, are set to launch their own paywalled sites in the first quarter of 2013. “Each paper has a digital side, but it’s all fed through, so it’s hard to know who’s in charge of developing brand,” Andrew Mendelson, chair of the journalism department at Temple University, said. “People don’t buy generic news. They want something that has voice, something that’s familiar.”

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