The essay was by Matthew Ingram of Gigaom.com. Building on the new report, which you should read, Ingram offers some perspective and analysis of the numbers and findings. Frankly, this is what non-traditional and new sites can offer to build our confidence. Well-reasoned analysis is part of that value-added material that journalists can bring to their offerings to bring readers.
Ingram is pushing newspapers to make major changes and the "culture" is that of established news management that is afraid to disrupt its traditional culture. "But for too many newspapers, disrupting their own culture is something that just doesn't come naturally, and But for too many newspapers, disrupting their own culture is something that just doesn't come naturally, and that could literally mean the difference between life and death.
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