Newspapers Don’t Need to Reinvent the Wheel, Just Package it Better

At a time when newspaper buying habits — and advertiser habits — are dramatically changing, we need to be developing products that will engage around new behaviours, not defending old practices.

“You have a delicious cupcake that people love but can only eat every so often,” I told an editor who was asking for advice on how to improve her section and attract a different audience to her publication.