The annual report from the Project for Excellence in Journalism sounds increasingly familiar themes for a profession under fire. The gap between still-maturing online markets and waning print markets makes it harder than ever for news publishers to commit expenditures to serious news. But the answers to this dilemma may be less in the news room and more in the marketing departments of major news producers. Serious journalists are products in and of themselves with complex distribution needs. It's time for a fresh look at how news organizations package, distribute and channel their content to audiences that are seeking them out in the venues that matter most to them.

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