Through my insomnia, my mind kept rolling back to this quote from the Washington Post item about the closing of the News & Messenger in Manassas, Va.:
“They put a lot of emphasis on their digital products,” Kroeger said, “so their print circulation fell even further.”
The News & Messenger in many ways is a microcosm of the issues facing the industry, and the above quote is itself a prime example of one side in the debate about what the response should be. Do active efforts to build audience online erode circulation? Even if they do, if print advertising keeps dropping then are online efforts needed to build an audience that will give you a bridge to a future where most people will get their news online? I know I don’t have the answer.