All over the world blogs are eating newspaper lunches and still the papers do nothing about it. The Los Angeles Times, or Sydney Morning Herald, or London Times have tremendous consumer equity and faith in their brand. Often, because of hundred of years of publishing news. Now, blogs have shown then the opportunity and market to publish in a different quicker way. Papers need to use their brand to figure out a different business model and way to deliver news. Something that combines hard copy and physical with electronic and digital. Something quick because readership is falling, and, ad revenue will too as advertisers go to where the action.

It's not that hard. There are plenty of new delivery methods. Yet media seem  incapable of quick wholesale change. Too disruptive. Too set in their ways. Too suspicious. Maybe paralyzed. It's not too late. (See Micheal Hiltzik, an award winning writer for the LA Times, stick his toe into the water)

But blog Corante argues the people who run mainstream media  must take drastic action; "They must fire themselves and come back as outsiders"

That why we should watch Rupert Murdoch. He might own media but he thinks like an outsider. He's a gambler. Now he's found the light. Perhaps just in time. In a swoop he's gone from nowhere to "owning" the fifth biggest and fastest growing group of users on the web. He has young committed users. He keeps reaching out into the new spaces; online sport; games; social networking; music; selling real estate and cars online in Australia; a VOIP company; a video search company. He has stuff to share with them from his old line papers, Fox studios, Fox sports, Fox TV. 

He's reinventing his business as we watch. Does he know where he will wind up? No. He can't.

Murdoch just knows he has too "do something" before he becomes extinct and mumbling about the good old days. He is "the" message to every business and industry. Digital changes every market. Some sooner than later. Now the clock is running for everyone