If the last several decades of local newspaper industry downturn wasn't enough to indicate a change in the news reading habits of Americans, then certainly the newest developments online will. Recently NBC launched a hyper-targeted media site, intending to delve deeper into the "sweet spot" of the local news market.
The site will aggregate news from local TV affiliates, which doesn't seem to be much different than what local TV station websites would be doing. However, the advantage for this site will be the ability to tap into national and international news as well.
There is no question that in the past decade, newspapers have been slow to react to changes in local news readership. Not long ago Google jumped on an opportunity to mass sell advertising in local newspapers across the country by creating a marketplace that allowed anyone to upload and pay for an ad automatically online. Newspapers were despondent when they realized after-the-fact that they should have been the ones to incorporate technology with their advertising products. Additionally, changes in technology have been happening so quickly that large conglomerate news industries have had a hard time keeping up.
This new website idea by NBC reflects yet another notch that will be whittled from newspaper industry grasp. With the popularity of video and audio-enhanced news stories, who can provide local video feed as it happens faster than television? Is it truly realistic for the newspaper industry to now try to develop expertise in video and audio when their real expertise is print medium?
It appears this change is yet another that some day may be referenced as the big "digital industrial" revolution. The changes at least today appear to mirror those of the industrial revolution - those who are not ready for the change or are too dug into an "old way" of doing things, will not survive. Is it possible that this generation of newspapers will some day be seen only through the windows of a glass museum case?