Newspapers Discover 'Multiple' Media Channels

From the General Session today. Highpoints: Karen Crotchfelt, VP of Arizona Republic Newspapers laid down a challenge: Adopt “an insane commitment to reach multiple audiences with multiple media.” The newspaper folks are realizing the daily paper is no longer the core product. They have to develop multiple core products. If they rise to the challenge, things are looking up.

MTV, the gurus of reaching youth, enlightened the collected newspaper marketing masters that youths age 12-34 live life on multiple levels at once and that technology

(Internet, cell phone, mp3 player, video games) is how they “make sense of the world,” and gain self expression, belonging, empowerment, and togetherness.