BuzzMachine... by Jeff Jarvis
Jeff comments on the spiral down:
"If they depend just on the old, big, one-size-fits-all product then, yes, that's bad news. And if, in the case of one of at least one of the companies listed in the story, a big drop comes from cleaning up circ fraud, well, that's very bad news.
But if print media spread out across new media -- online, mobile, multimedia -- and new, niche products -- ethnic, entertainment, handout -- then that's good news: the mass market becomes the mass of niches; the audience is served where and when it wants to be served. And if that happens, circulation in the big, one-size-fits-all print products will decline and it will not be bad news. Lot of if's there. "