Creative and strategic PR, social media, other digital things, events, video, content optimization. Guided by analytics. Usually way more effective by lots of different measures.
Heard this piece on NPR’s On the Media Sunday:http://www.onthemedia.org/transcripts/2009/03/13/02
It cited a Pew study (http://people-press.org/report/497/many-would-shrug-if-local-newspaper-closed) that found that few would miss their local newspapers if they closed. Specifically, it found that fewer than half of Americans (43%) say that losing their local newspaper would hurt civic life in their community “a lot.” Even fewer (33%) say they would personally miss reading the local newspaper a lot if it were no longer available . Not unexpectedly, those who get local news regularly from newspapers are much more likely than those who read less often to see the potential shutdown of a local paper as a significant loss. More than half of regular newspaper readers (56%) say that if the local newspaper they read most often no longer published - either in print or online - it would hurt the civic life of the community a lot; an almost identical percentage (55%) says they would personally miss reading the paper a lot if it were no longer available.
Interestingly, in the audio transcript from On the Media, NPR asked if the people answering the survey, a significant number of whom were chararacterized as young, were made to understand that when the print version closed, the online version would also to be closed and the Pew spokesperson answered, that no, that was not made clear.
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