The internet's ongoing impact on the newspaper business has been covered in great detail over the last few years, as newspapers have struggled to deal with significant changes to their marketplace. While people may still be reading newspapers, the rise of things like Craigslist and basic internet publications are challenging traditional newspaper business models. Of course, different newspapers have very different responses to the challenge. Over in the UK, Trinity Mirror's CEO is saying that the impact of the internet is actually overstated, and, while it does represent a challenge, there's not much to worry in the near future, as newspaper advertising is perfectly safe. That may be true, but if it leads newspapers to assume they can wait before taking on the challenge, it will likely be too late when they finally decide to make the move. Meanwhile, over in the US, some of the big newspaper companies are teaming up to deal with the internet, as Gannett, McClatchy, and the Tribune Company are going to create their own online ad network so advertisers can places ads across all of their properties. It's not the first time these firms have worked together, either, as all three also own a stake in Topix.net, the local news aggregator service. Just doing an ad network, alone, isn't all that interesting, but perhaps combining it with some other innovations shows how stodgy old newspapers are finally starting to shift strategies in face of the internet challenge -- whether or not it's an immediate threat.
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