• Buzz Machine, Monday, April 25, 2011 4:15 PM

"I continue to be astonished at the economic naiveté I hear in discussions of the business of news," writes Jeff Jarvis. To counterbalance that innocence, he's written a post of truisms and lessons for the new era.

Among the "reality checks for newspapers": "Circulation will continue to decline." And "You no longer control the market. You are a member of an ecosystem. Play well with others."

Among the tips about "opportunities: "Scaling local sales is the key opportunity." And, "We have not begun to explore new definitions of news." Lots of clear-eyed food for thought here.

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