I've been reading with fascination the email threads in the Rethinking the Mercury News project, which launched a Google Group discussion this month. In news circles, the San Jose Mercury News is considered one of the top-tier mid-size papers in the country. after its sale to MediaNews last year, the paper has been undergoing a series of cost reductions, resulting in staff reductions, slimmed-down sections and less original news coverage. In other words, like almost every other paper in the country, it's feeling the pain, both financially and journalistically. Not sure if MediaNews breaks out finances by newspaper, but...
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It sounds like journalists today also have to be marketers. They have to know who they are trying to reach, and... to pitch their stories to a broader audience.
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