Dave Morgan of Tacoda tells newspapers to wake up:
. . two things that most newspaper companies lack these days, and if they don't get them fast, they are most certainly dead--a vision and a plan for their own future.
-- Dave Morgan in Online Spin
Morgan lists five things newspapers must do. Here they are in abbreviated form:
- Acknowledge the digital reality
- Develop a comprehensive, long-term plan for your success
- Play to win
- Show patience and resolve
- Listen to your advertisers and your audiences and your shareholders.
Morgan is one of the smartest guys in the online business from his RealMedia days to Tacoda today -- and one who has done business with newspaper companies for years -- so whether you agree with him or not, it's a good message to heed.