The newspaper industry in the United States is in major need of a transformation. Over the past decade, circulation numbers have been declining for weekday and weekend editions according to the Newspaper Association of America [Exhibit 5]. The accessibility and popularity of the internet is changing the way the world consumes media. The transition from print to digital has provided a challenge for media companies, with The New York Times being no exception. Revenue streams from print newspapers are mainly based on advertising revenue [75% Total: 42% retail, 25% classified, 8% national – Table A]. However, with readership moving to online consumption, a gap is present between past and present advertising revenues. For one the new medium is more economical while also being more customizable for various target markets of consumers, such as those reading the headlines or the sports page. In addition, retail companies, such as car manufacturers, are more likely to use their own websites as a vehicle and classifieds are more likely to be posted on various free websites such as…