The people creating the paper need to talk with the people promoting and selling it. The people selling it need to read and comprehend what their colleagues have created. And everyone needs to understand the marketplace dynamics that bear on success or failure. This includes business fundamentals, competitive trends and technological threats and possibilities. Everyone needs to be thinking of new ways to generate revenue and everyone needs to listen to readers.
Technology is one key change affecting newspapers.
Online advances will change the shape and scope of newspapers rather dramatically. But it will not replace ink on paper. Instead it will capitalize increasingly on the advantages of cyberspace - timeliness, searchability, information storing. I can't tell you. Newspapers' future, though, is equally dependent upon financial security.