INDIANA PARLEY

Interesting analysis from PR WEEK.

Some key observations:

Media transparency

It is no secret that traditional media have suffered in credibility and reputation over the past few years. While promises by public editors and apologies by editors-in chief for publications' transgressions have become far too common, some outlets are now considering other ways to regain readers' trust.

Business woes for newspapers

With a host of circulation scandals, a series of layoffs at some of its largest companies, and indications that readership is down, the newspaper industry has seen better days. The New York Times Co. and Knight Ridder were the latest to announce layoffs, a significant amount of which will be in editorial operations.

Digitalization of print media

When The New York Times announced in August that it would merge the operations of its digital and print news, it signified the latest step in the evaporating line between print and online content. Trylon Communication's Trufelman says that such an evolution will likely impact newspapers the most.

"There will be more of an impact on newspapers in [the next] two to five years than has happened in the past 100," he says. "Online news is going to impact the traditional newspaper much quicker and faster."

While online content has served as an adjunct to print for many years now, Trufelman believes that in the future the inverse will be true.