The "in" box has taken on all sorts of new meanings in the electronic age. It is still the physical mailbox for most of us, in part, but it is so much more content delivered to real and virtual inboxes that we construct quite effortlessly in so many places.
As newspapers try to manage the current crisis, what are some of the ways that a newspaper can get people to rank what the newspaper has to offer higher than other items in the inboxes of each customer? Is this a time to be rethinking how the value of a newspaper - in all of its elements from journalism through all advertising - can be delivered to customers more successfully?
We see many newspaper experiments in this arena and how do we manage those experiences into the crisis management task at hand -- so as to emerge not just where newspapers were but considerably better positioned to succeed over the longrun?
13 July 2009
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