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Summary
The article " Don't write off Newspapers Yet" by Conrad Black , published in the " The Daily Telegraph" deals with the future of the newspapers and highlights the role of the Internet in this process.
Firstly, the author states that Internet stepwise displaces the newspapers and the only solution to the newspapers in order not to be doomed to a precarious existence is to bridge these two cultures. Moreover, he finds it not relevant to modern times to get information in printed form, when it is published on the Internet. He also mentions, that not all newspaper will prosper when there are an enormous cascades of information, but only reliable ones that are based on strong principles, doesn't practise dishonesty and ready to retain circulation and advertising revenue will survive.
Secondly , Mr. Black addresses the issue of stagnation in the newspaper, in which he accuses the lack of competition and the arrogance of indolence. These factors made the monopoly newspapers in the U.S. and Canada and its publishers sluggish. On the contrary to this he launched " The National Post" in late 1998 , that differed a lot from soft-left Canadian media by its sharp, amusing style .Mr.Black also notes that it had shocking effect on the Canadian media.
Thirdly, the author underlines, that the situation with newspapers is not so despairing as the situation with TV . According to some surveys , the number of TV viewers is declining dramatically and the situation will exacerbate when bandwidth problems resolved.
Finally, the author suggests the ways of increasing the revenue by making the newspapers more competitive, namely publishing them on the Internet . Because today , those who can lure away the eyeballs can expect breakthrough. So the Internet is the best place for media activity.
The author comes to the conclusion that only great newspapers will survive and thrive in the near future, because they will keep abreast with the changes and offer a range of Internet services.
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