Reinvention Means Real Change

Every manager in every news organization would do well to read Josh Benton's thoughts on what it means to reinvent yourself as an organization.

Everyone knows this has to be done, he says, but reinvention means a whole lot more than laying off staff and cutting your budget.

Then look at the Nieman's list of the top fifteen newspaper Web sites in 2008 and ask yourself: a) how many of these institutions have appeared in the news recently for being in financial trouble, and b) how many of these organizations are doing anything more than moving deck chairs around on the Titanic.

The answers are not encouraging.