In order to keep the attention of readers and advertisers, mainstream newspapers should embrace participatory and advocacy journalism aimed at adults. So says Dan Savage, editorial director of Seattle alternative weekly The Stranger. His argument is similar to the rationale used by cable TV, which has found new audiences with edgy adult-oriented programming "The Sopranos" and "Mad Men." "Dailies swim around with an anvil under each arm. One anvil is objectivity and the other is 'family newspaper.' In contrast, we view our paper as a sort of performance, and we do the kind of advocacy and participatory …

With national interest in financial news at a fever pitch, CNBC has been posting its highest ratings in its 19-year history. But that doesn't mean the network can dodge the cutbacks that are hitting the rest of the media. Bosses at CNBC are reportedly planning to scale back budgets up to 10%. Until now CNBC has largely avoided the machete. Last year, it was exempted from cuts, thanks to the nascent competition from the new Fox Business Network. Over the past year, CNBC has enjoyed steady ratings dominance over Fox Business. Ironically, the downside of that success is …

MTV is partnering with the Philippines Department of Tourism in a global campaign that incorporates the network's VJs telling their personal stories. Beginning in February, the "MTV Revelations" campaign will kick off in the U.S., U.K., China, Japan and eight other countries. A series of TV spots feature vignettes in which VJs share experiences they had in the Philippines. The effort is aimed at the 18-34 demographic, which has a desire to travel to exotic locales. The "onscreen personalities have the credibility to reach out to that youth market," says a tourism executive. Other components: MTV's Music …

To see tonight's showdown with New England Patriots and the New York Jets, many New England fans will have to search for an outlet that gets the league-owned NFL Network, a cable channel that only about 40% U.S. households receive. Little has changed since the NFL moved eight regular-season games to its cable channel in 2006 and tried unsuccessfully to persuade Comcast and Time Warner to pay to include the network in their basic package. Now the NFL is trying to get fans to pressure cable operators to pay to put the NFL Network on their systems. Since …

Wall Street Journal managing editor Robert Thomson has finally found his right-hand man. Gerard Baker, the U.S. editor of sister publication the Times of London, is moving over to become deputy editor in chief of The Wall Street Journal and Dow Jones. Thomson was the editor of the Times before moving over to the Journal last December. In his most recent role at the Times, Baker was a right-leaning, sometimes outspoken commentator and reporter, which generated a fair amount of discussion about media bias after his appointment was announced. Thomson says Baker "will bring considerable energy and wit …

Media companies need to focus harder on how they can wean themselves off their addiction to ad revenues and capture the other 70% of corporate marketing budgets they rarely touch. Every network television series, newspaper section, radio personality and magazine category should be reviewed for its long-term brand vitality, not based on ratings but on non-traditional revenue potential. The question is: How much revenue can a brand generate from events, sales promotions, database marketing, cause-related initiatives, long-tail sales, and other below-the-line marketing budgets? "Just as Proctor & Gamble assessed the brand vitality of each of its products and categories, …

We all know daily newspapers throughout the country are approaching extinction, due to increased operating costs and losses in circulation, ad money and staff. What we don't know is the TV angle of the story. Without newspapers, from where will local TV newscasts procure the news they report? Most local newscasts take much of their hard news from newspapers. The freshest news that local TV newscasts now provide are weather forecasts. In recent years, the hiring of aggressive reporters by local TV news departments has became optional, surpassed by the importance of looking good on camera. Thus, the …

NBC Universal will use its NFL franchise for its annual Green Week, a multiplatform initiative to promote eco-friendly living. The campaign will get rolling on NBC's pregame show, "Football Night in America" on Nov. 16. In what seems like a stretch, during the show, Bob Costas and the NBC Sports' Sunday night crew will reveal how they have adopted green habits in their own lives. Then throughout the week, 150 hours of eco-themed programming will be presented across the NBCU's TV and digital platforms. Subaru is the lead sponsor of Green Week.