Interestingly, I read your post to be one of expressing the evil of MSM and corporations/collections.
The argument presented is simply the internal capital and IT investment process of any company. And if newspapers are being held back by the CFO and a lack a vision/strategic planning, they will be held to account by the shareholders.
Seriously, a business case is simply an argument. If a company cannot determine the value of engaging and interacting with their EXISTING customers, they should try something else--like landscaping. But first, I'd still suggest they outsource their Marketing & Sales departments: customers don't seem to be their niche.