Newspapers are going to find themselves in direct competition with online services, as the latter's selection option provides a very good advertising tool for smaller and classified ads. At least here the legislation allows the publishers to act on behalf of their papers. Increasingly newspaper publishers have recognised online services as an additional marketing tool for reader involvement and additional income, at least in future. Looking to the future will show that print and electronic media will be complimentary to each other. All the dramatic developments in the electronic field will offer new, until now unknown and untapped, opportunities for the print media.
Strategic publishing has to take care of the individual needs and wants of the readers.
The individual is being forgotten in the race for the high grounds. The customer is being denied what he really wants. Swimming against this current, keeping the customers satisfied, should be the main concern for strategic publishing in the near future.