In his piece Jenkins writes......
Whatever the point of entry, somewhere behind a paywall was a beckoning club, privileged access not just to news and comment but to a galaxy of media brands, events, concerts, courses, seminars, conferences, tours and related discounts and dating agencies. To pay was not to read, it was to join.
It seems to me that newspapers first and foremost need to get over being "newspapers" and embrace and engage their core brand and audience. This will be easier for some more than others - the Guardian certainly represents a strong global liberal brand. They should be portals on their readers whole lifestyles, not just suggesting where to take a trip and what movie to watch but selling them the holiday and the DVD.
I would expect the differences between other media like TV and newspapers to erode also. Why shouldn't The Sun bring you a future series of Big Brother streaming live from it's website?
The dead trees that constitute a newspaper represent only a delivery system, and a rather outmoded, inefficient and environmentally damaging one at that. Newspapers future will be secured when we've long since stopped calling them such.
