in the emerging competitive spread of channels and devices, newspapers may become a “comfort media”, kind of like meatloaf and mashed potatoes. one might already contend that free tabs are the fast food. while we are quick to diminish print, news design in that medium still packs a serious punch and there is a great deal of value in what we have learned in the past 400 years about communicating information to readers in that space.

what we are realizing however, is that as advertising products, shotgun approach mediums are falling out of favor to digital channels that offer better metrics for media buyers to gauge success. we know that people look at automotive ads when they are in the market to buy a car, but not so much at other times. from that perspective, picking up a single copy makes sense.

i continue to contend that, although there are exceptions, most editorial types in print have gotten it for nearly a decade now. the problems really lie in circulation and advertising. while the editorial staff is being integrated with online and is taking the hyperlocal gospel to heart, ad teams are having a hard time teaching the local marketplace how to best utilize online for their businesses. i don’t know of any circulation directors who have been integrated into the stats and traffic at their papers’ sites.

the problem is by the time the wood gets into my hands the news is day old.

that’s something the paper will never be able to shed.

Newspapers must deliver in every method possible - iPods, hand helds, PCs and paper.

What if you left the iPod in your other jacket?

The dead tree edition may not be able to tell all stories as well as other devices.

Try this trick the next time you ride the bus. Try folding up your trusty laptop and putting it under your arm as you board the bus.

Most local newspaper do local coverage well and must focus on that first. The dead tree is just another delivery device.