Tomando como ponto de partida a constatação de que muitos norte-americanos correram a comprar edições dos seus jornais favoritos no dia 5 de Novembro (assim como tinham feito no mais marcante dia 12 de Setembro) Alan Mutter (um ‘newsosaur’ como ele próprio se descreve) diz-nos que importa apostar no reforço dessa ligação emocional com as respectivas comunidades de leitores.
Newspapers can regain at least some of their diminished relevance by reinvigorating that connection. And they must do so quickly, if the industry is to endure.
This is not to say that all press conferences, features, new releases, graphics, crimes and civic meetings are meaningless. They are not. But it is to say that considerably more editorial imagination and discretion could do a world of good right about now.
Newspapers need to get off their haunches, boldly pick their shots, and then rip the lids off their respective towns, turning themselves once again into confident and thundering voices delivering coverage that compels attention and delivers results.
Until the last person turns out the lights in the last newsroom – a day I hope will never come – newspapers will have it in them to raise the sort of constructive ruckus that makes readers and advertisers take note.
If they do it right, they’ll attract the attention of a bunch of new readers and advertisers. If they don’t regain their once-commanding voices, newspapers may be silenced altogether.
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