Dave Morgan comments in Newspapers: Playing Defense Won’t Be Good Enough at Online Media Daily about the future of newspaspers and, in particular, classified advertising. He refers to this as their fortress and calls for more than defence if newspapers are to survive.
Reports from around the world including here in Australia over the last month confirm that advertising is the battleground of the moment. Both classified and display. Newspapers will need to respond not as newspapers if they are to successfully address the situation.