Crises - Evolution is a messy process - "Poynter Online - NewsPay"

This is a very good discussion of some of the conflicting and some of the constructive developments and events relating to all of the crises that newspapers face today. For me, perhaps the most interesting item here is the one attributed to Marissa MAYER at Microsoft. Her question as to why newspapers do not work on encouraging their customers to "DO" something after they have consumed some content is about as central to confronting crises as anything I can imagine. Why is it that newspapers are so bad at this in both print and online?