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If somebody had told me a year ago I would be adopting this point of view today, I would have said ‘you are out of your pinche mind.’

Well, maybe I am. But I don’t think so.

I’m sure you all have seen the most recent brouhaha at our venerable and quickly sinking L.A. Times. This katzenjammer was provoked by an ad on the front page of the paper that was cleverly “disguised” as a news story.

Boy, oh boy. Have you no pride, L.A. Times executives? Why are you shamelessly trying to sell this sacrosant product with shameless vulgarity on its once pure front page?

Sorry, I can’t help it. Are we not understanding yet that this product is DYING, that is on LIFE SUPPORT and that it needs a lifeline more than balsero stranded outside the Keys? What is it that we need to read or hear to understand that the old rules of newspaper production no longer apply? There are no sacred cows in this business any longer, and the sooner we all come to grips with how much the industry needs to change, the better off we’ll all be.That way we can stop the whinning and the purer-than-that attitude.

Newspapers are losing money in the millions probably every day. Companies have to renegotiate their massive debts. Venerable institutions are closing. People are losing their jobs. And we’re getting our pants in a tizzy because there’s a lousy ad on the front page of the paper? Honestly, what are you people smoking?

The media revolution is so profound and so far reaching that we all need to be prepared to do things we never though of before. Along with embracing new technologies, we need to have completely new attitudes. We’re not in Kansas anymore.

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