ABSTRACT
Change is a modern-day buzzword-everybody knows about it, but no one knows what to do about it. Nowhere is this more true than in the American newspaper industry, where change, it seems, is a constant force. Not only have employees changed-in terms of what they expect from their jobs and in their demographic makeup-but the entire process of producing a paper receives daily scrutiny, from the publisher on down and from those on the outside looking in. Equipment vendors want to sell the latest technology to owners; advertisers seek more effective ways to reach customers. Of course, there are readers who are at times horrified, miffed, confused, or disappointed by the content and who-through their purchasing habits-decide whether the newspaper is worthwhile. Their opinions in that regard are always subject to change.
