Making content media-independent

"Newspapers will have to review their structural arrangements. Their added value is in content, not in printing presses. A structural separation is needed and the content business should be media-independent - in other words, news and information should be provided in whatever format the customer fancies (and is willing to pay for). This will most likely be a combination of text, video and audio—in other words, Internet, broadband TV and podcasts, etc. My advice to many media companies has been to train their journalists to be multimedia journalists. The journalist should be able to generate a text article from an interview, also put the interview (or a summary) on video and make audio versions available as well."
- Communications analyst Paul Budde