"Building on the idea of product differentiation, I want to underscore a second critical factor—how people use media. A lot of news organizations are still thinking about content and presentation in terms of medium and technology (or worse, in terms of tradition and comfort level) when they should be thinking about content and presentation in terms of audiences—in which I include people who read of print newspapers and people who read their news online or go there for more interactive experiences.

For an example of this, look no farther than your spiffy new iPhone and then check out what content your organization is providing to users there or on other mobile devices. The news industry’s capacity to deliver news, information and interactivity to mobile seriously lags audience adoption and use."

How much more powerful is that networked intelligence than a reporter with a phone, a Rolodex and the space between his or her ears? As the former newspaperman and Web evangelist Jeff Jarvis (who has also consulted for The New York Times) has been saying since before broadband, the Web is not just a way to shout, it is a way to listen, one that can lead to deeper, more effective journalism. (His response to the Philly injunction against early Web publishing was predictably measured and careful: “It is suicide. It is murder. You should be ashamed of yourselves.”)

For the last few years, the locus of control has been shifting and consumers not only expect to customize their media experience, they demand it as a condition of engagement. The horizon line for when a newspaper on the street is serving as a kind of brochure of a rich online product does not seem far off.