SOMETIMES your RSS reader will throw up two articles that so perfectly link and intertwine that you wonder if something larger is at work.
I have just been reading a piece by Jeff Jarvis about a conference he was involved with, where he said if newspapers want to succeed they can't expect to control their audience.
If anything they need to take up a position on the edge linking to readers, and watching what is driving their interest. Locking people into your newspaper website and blasting them with advertisements just won't work.
And one of the reasons this will not work is highlighted in a piece by Kevin Anderson who draws out of a recent report that newspapers are so close to the news agenda they often have no idea what really interests their readers.
If newspaper fail to watch and work with people they will lose readership and any connection with them, as these readers will form their own networks and communities knowing they are producing work for a receptive audience.
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