This revolution is bringing about a media convergence borne today of necessity, fed tomorrow by consumer demand . This future is outlined in the strategic approach by John Fairfax Ltd. in Australia, whose chief executive sees the Internet as an enabling, short-term medium that will pave the way for digital communications. This, ladies and gentlemen, is a cultural revolution. And we should be honoured to be a part of it. This revolution will impact many aspects of how we do business.
Marketing is, perhaps, the most important.
I hope we learn lessons from the past. For when our company produced only a single newspaper, we in the Western world generally did a bad job of acting like market leaders. Gone are the days in which we build it, and they will come. Gone are the days that we can afford not to connect with readers and advertisers. We all know, for example, that product satisfaction is not exclusively about the news stories, the headlines, and the editorials - it is all of that, combined with the bundle of benefits ranging from whether the newspaper is delivered on time to whether interaction with a newspaper employee is courteous and responsive.