"Distribution is clearly the key"

Newspaper consultant Vin Crosbie,
President of Digital Deliverance believes that individualization
of content is the answer to the newspaper crisis.
WW:
In your opinion, what could be the salvation for the crisis-ridden
be the newspaper business? Is it, as many experts believe, digital
technologies?
Vin Crosbie: Some hold
for the rescue, but if people are no longer interested in
newspapers, why should they read them online? The problem is
not whether a newspaper is in paper form, online or in video form.
consumed. It's about the product itself.

WW: You mean content?
Vin Crosbie: It
There is no shortage of content, but it is a question of how to
selects and receives content. The key is distribution. The
Today, mainstream newspapers offer content that maximizes
appeal to an audience. But the fact is that most readers only
really read a fraction of a newspaper. So it would be ideal if
each individual can create a customized compilation of his or her
special interests.

WW: But
You don't always want to read the same topics, you want to read
also be inspired by reports that you would not have thought of yourself.
would be.
Vin Crosbie: Exactly,
and therefore a mixed model is needed. Part of the newspaper's content
of the future could be selected by one editorial team and another
part by the reader himself. This gives the user more
Control over his newspaper.

WW: And what exactly is this supposed to look like technically?
Vin Crosbie: Digital
Computer-to-press offset printing systems such as those developed by MAN Roland,
will be able to achieve this, which could be possible by the end of this decade.
become a reality. This would make newspapers relevant again.
This could be their salvation.
 

Interview: Gerti Schön