If you haven't had a chance to check out Frontline's News War it's a fascinating journey into the troubles of America's newspaper business. The show really highlights the fact that newspapers have focused on a distribution tactic, putting ink on paper, instead of thinking about creating a community table for everyone from readers to advertisers to editors to participate in a dialogue. By focusing on such a relationship, distribution should be determined by the needs of the community.
As brands, it's easy to get stuck in the same trap, focusing on efficiency. Certainly, efficiency is important but understanding the cultural landscape is just as important.
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