The very name "News Corp." emphasizes the core problem of newspapers: news. This product is a tough sell because its so available faster and at lower cost via broadcast and online.
A successful answer may be to offer not just news that competitors offer but what the public wants even more: help. Advice on how to, when to, where to and sometimes why not to.
Brilliant experts in health, homemaking, family finances and more are available from PR sources. The public wants the information, PR makeds a lot of it available free to the media, and newspapers can esily give more complete helpful stories than online and broadcast.
When we think of how many billions a year are spent on cosmetics,"health" foods and clothing, we can see right away that the public wants to look better, feel better and make btter use of resources. So heavy demand already exists for the help stories that can bring thousands of newspapers out of the red and into the green.