The radical changes the newspaper industry needs to implement arise from a more true understanding by that industry of why newspaper readership began declining well before the Internet was opened to the public; about why one billion people worldwide have gone onto the Internet after it was opened to the public (they didn't do it to read traditional media on computer screens), and about why all that plus the misnamed and illusionary 'fracturing' of media audiences requires semantic solutions. At the root of that problem is a misunderstanding about what the New Medium actually is; a misunderstanding by almost all companies that broadcast programs or that publish newspapers or magazines. - Camila Rivera
