News

Media Matters

by Kenneth J. Cooper, Rita Pyrillis, Ruben Rosario, Reginald Stuart and Elaine Zinngrabe , July 26, 2007

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Kenneth J. Cooper

The business model that will ultimately succeed will be one that nurtures interaction between readers and the media. Readers are pressed for time, and they demand immediate and lasting value from what they pick up. We need our readers to think of newspapers as a place they go to “do things,” not just to read about them. Right now, our classified sections are probably the only place where that kind of interactivity — really, just “activity” — exists. Changing this perception for our print and online products is crucial to reinventing ourselves, retaining our relevance in the market, and long term, creating a sustainable future for journalism.

— Elaine Zinngrabe is the senior vice president for the online division of the Denver Newspaper Agency, which publishes The Denver Post and the Rocky Mountain News. 



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