Local media companies are going to have to move beyond the idea that there needs to be a firewall keeping advertisers' hands off the delivery of content if they want to survive, according to Forrester Research's James McQuivey. "I think we're going to have to see the firewall breached a little," he says. "Let's be honest. Do you want to be a newspaper 10 years from now? If you do, you're going to have to consider different ways to fund what you provide, different ways to collect what you deliver and different relationships with partners out there.