The only task that remains is to accurately determine readers' desires. Most of us are prepared to give them what they want as soon as we know what it is. We are listening more to readers than ever before, and not just because we caught a sudden case of conscientiousness. Quality competition is a certain cure for arrogance. The market of information providers, local and national, is so complicated and fragmented that we've been forced to pay more attention to readers' concerns.
Consumers have myriad new options to find news and information.
Newspapers, despite the presence of TV, radio, cable, online service providers such as America Online, have continued to prosper. One thing we know for certain is that there is a market for online information. Nothing's really changed in the demand. The only difference is the mode of delivery. The traffic on our site increased about tenfold when we added news in early June.