What will the news be like in the continuing evolving age of information? Ifra, an international association of newspaper organizations, has created a 10-minute video to provide a peek into the future of the newsroom while highlighting issues that present-day newsrooms must face in making the transition to the new publishing industry. Although early prototypes of the Daily Me
have proven disappointing, "it cannot be ignored that the news industry, like most industries, is moving from a product-based business model to a service model under pressure of the Information Economy," writes Ifra's Kerry Northrup. "And good service requires some degree of personalization. The publisher of Tomorrow's News
has profiled its readers, listeners, viewers and users sufficiently that it knows their collective interests and even individually where they work." Northrup, who plays a prominent role in Ifra's work as a worldwide leader in publishing strategies and technology, here provides Ubiquity
a summary description of what lies ahead for the newspaper industry in the 21st Century.