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Peter Drucker, considered by some the creator and inventor of modern management, described in a book published in 1974 how the Japanese process of decision making is based on first defining what the problem is. Maybe top newspaper managers should get a copy.

Last week, a group of top executives launched “The Newspaper Project,” a campaign to promote the value of newspapers and share tips on how to survive in tough times. The project includes an ad blitz to set the record straight about the importance of their print product.

But just like media guru Ken Doctor notes in his blog, I wonder if these execs aren’t barking at the wrong tree. It’s not that readers don’t value newspapers, it’s that they can get the information they provide for free so they don’t have to bother with a subscription. People still value news, but the forms of delivery have changed so dramatically that execs are still running from cover. And judging by the grumpy postings of Alexandre Gamela, they still don’t get it.

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