I was disappointed to see the advetisement in yesterday’s News Ltd Daily Telegraph newspaper promoting their World Cup supporter braclets. The ad features Big W prominently, saying they are available at all stores. The same ad says they are also available in leafding newsagencies. Just a few years ago newsagents would have been the key focus. News will say it is a response to changes in consumer attitudes. News needs to accept that it plays a key role in shaping that.