– The future of news may lie in digital devices like the iPad and Kindle — if publishers can remake their product and improve their means of reaching customers. “I think papers could better exploit the data they have,” he says in the article. “They need better contextual targeting and ad-effectiveness measurement.”
– Publishers aren’t providing what’s monetarily valuable. “The verticals that drive traffic are things like sports, weather and current news, but the money is in things like travel and shopping,” Varian says in the article. “Pure news is the unique product that newspapers provide, but it is very hard to monetize.”
– Pay walls won’t work.