Newpaper executives are very cranky as they looked over their prospects at San Francisco's Mid-Year Media Review, according to Editor and Publisher. As the U.S. economy crawls forward, they're not seeing much pickup in ad spending, far greater pressure from their accounts to provide more value for their money and continuing increases in material and staff expenses. Out of pain comes transformation, though, at least for the wise. Perhaps the time has come to reconsider the essence of a news organization's mission in an era where news' context has become as important as content itself. Providing contextuality can bring opportunities not only on the product side but as well on the side of helping advertisers to build relationships with their markets, as well. In a nutshell, the Googles of the world are providing this context for both, and leading the way towards the vContent that people desire.