• Mediaweek, Tuesday, July 29, 2008 10 AM

Buyers and industry observers stress that for newspapers to survive, they must adapt. Among the suggestions is for large regional papers to ditch local news sections and instead publish e-newsletters on single topics, like business or the arts. Another idea is for papers to partner with or buy niche Web sites.

Mike McHale, founder of Cleverworks, suggests papers produce digital editions for PDAs and phones and create more Web video, because "even daily isn't soon enough."

Media buyer Margy Campion applauds formats that push the ad-edit line, such as front-page ads and ads that are printed faintly under editorial copy. Others advise that some papers should move exclusively online with the next five years.

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