Why aren't people reading newspapers?

Bill Lueders of Madison's Isthmus looks at why people aren't reading newspapers in a thoughtful speech, and concludes that . . . it's the people's fault.  He's not all wrong, but I would lay a lot of the blame at the feet of media managers who misread their audience. Yes people who should read newspapers aren't, but what are newspapers doing to attract them?

For example, even the New York Times announces it's combining sections, as are plans for the Chicago Tribune and Milwaukee Journal Sentinel (all the while eliminating many of our favorite writers and features), then the managers will shake their heads sadly and wonder why people are giving up their subscriptions.