Now, with more and more of the US regionals and metro dailies folding or in serious trouble, getting closer to the readers and involving them in your ecosystem looks like a real option. Most of us are in Europe where the economics for newspapers and advertising are still slightly better. But let us not fool ourselves, a few weeks ago I noticed in London the free dailies fighting for attention and just returned from a trip to Berlin, where at several places the Frankfurter Allgemeine, the Berliner Morgenpost, the Süddeutsche Zeitung and the Berliner Zeitung were all been handed out as a promotion instead of being sold does not give an impression of sound economics either.

And, once again, to quote a distant relative, ‘the newspaper is there to help people’ seems perfectly in balance with hyperlocalisation or with mr. Urs Gorssweiler, CEO of the Swiss Jungfrau Zeitung who claimed at one of the latest IFRA Focussessions that his newspaper had ‘*no* pages with ‘local news ‘ in the header, since *all* pages are local’.