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Why is this news to the news?

The Wall Street Journal has an op/ed piece on how "Old Media" (TV, newspapers, books, et al can survive in a digital world. I liked this quote in particular,

"papers shouldn't just use their online sites to post the same stories readers can see in print".

Seems so elementary, right? I read the local paper daily here, but always online, never in print. I get my sports via ESPN, my comics on my Yahoo! homepage, international news via CNN, so all that's left is local news. And the Republic has to battle for mindshare in that market with all the local TV stations and their websites, too. Not a fight they can win, unless they distinguish themselves from the others somehow.

“Why is this news to the news?”