Online Public Relations Thoughts

This report raises an interesting question for newspapers. Do you change to attract younger readers who aren't likely to subscribe anyway, or do you stay with your aging audience of Baby Boomers who are steadily shrinking along with your circulation? There are no easy answers. Angering core readership is clearly not a way to go, but at the same time, inability to attract a younger demographic is not ideal either. Newspaper editors are justified if they feel are in a "buggy whip" industry. There are no clear answers for what to do except one -- readers want news content even if they don't want the medium that delivers the content. Were I an editor of a newspaper, I would spend more time figuring out how to boost my online audience profitably.