Let's get radical

Stepp seems to be at the opposite end of Blodget or Picard. He calls for more positive way of overcoming the crisis.
Journalists are no longer in control content and format. What went wrong from there? Media industry was slow to act. Everybody agrees on that point. What should they have done?
Blodget and Picard’s remedy had the weight on cutting the cost or wages. Stepp argues the opposite. He said "A dollar’s worth of smart investment is worth far more than a barrel of budget cuts."
He argues what newspapers missed is not laying off editors, but to take creative initiatives. Why didn’t they capture the market in online classifieds, long before Craiglist, for example?
I agree with Stepp. I'm a little more radical though. What newspapers need is a sort of self-destruction. Not all media can do it, but some frontrunners can.
Merrill Lynch calculated it will take 30 years till online represent 50% of Total Newspaper revenues. Main stream media should shorten that life span, with their own hands.
Theoretical basis. Because online and print ads are substitute goods. Most often within their own systems. If you want to increase online ad revenues, you may have to kill your own print revenues. Newspapers could not create a Craiglist, because it may have hurt their own classified ads. Now they regret not having done so.