SUMMARY: Advertising Age is taking a poll of its readers to predict how long it will be before newspapers die. 04-30-2008
VOTE IN THE 'AD AGE' WEEKLY ONLINE POLL BACKGROUND: By now you know the story: The business of newspapers is in decline. It's a terminal decline, if you believe experts such as Jeffrey Cole, director of the Center for the Digital Future at the University of Southern California at Annenberg. His research suggests traditional media in general must learn to shrink but newspapers in particular are a special case. "When an offline reader of a paper dies, he or she is not being replaced by a new reader," he said. "How much time do they have? We think they have 20 to 25 years." Of course, newspaper owners aren't going to just give up and wait.
THIS WEEK'S POLL QUESTION: How long will newsprint continue to exist? VOTE & COMMENT for possible publication in next week's 'Advertising Age' at http://adage.com/poll?poll_id=117
