Individual houses can be targeted for specific advertising messages and coupons. Much like a computer homepage, newspapers could be customized to fit the interests of each resident. The technology is available and the database is there. This is the newspaper of the future. Of course, this cannot happen overnight, but steps can be taken to make this a reality.
Content is one of the most important factors of newspaper readership.
It appears that newspapers try to offer interesting stories that will appeal to different groups of people. Unfortunately, that is only half the battle. Readers have to know the story is there and how to find it. Younger generations want shorter stories and more pictures and graphics. Maybe the Wall Street Journal had the right idea with its summaries located on the front page.