Yksi tärkeimmistä asioista mitä sanomalehti voi nyt tehdä, on mennä oman perinteisen mukavuusalueen ulkopuolelle tutkimaan, oppimaan ja kokeilemaan kuten tässä esimerkissä:
“When you’re a struggling metro daily trying to navigate the world of social media, it makes sense to look to allies in nontraditional places. When the Rochester Democrat and Chronicle partnered with a techies at a local grad school, it found developers enthusiastic to work with old media stalwarts — and even a few who consider ink and paper pretty interesting tech to play with.
… first big collaboration: a city-wide alternate reality game called Picture the Impossible. Its aim is to attract — and mobilize — the young urban professionals that the newspaper wants to learn how to reach.”
