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A common argument, accepted by many for its simple narrative, is that digital news killed print news. But the reality is more complicated. Newspaper print circulation number rose until about 2005 in most Western countries, along with rising populations. That increase, however, masked the fact that household penetration began declining in the 1970s, reaching about 25-35% in those countries at the millennium. This household trend began 3 decades before the appearance of the internet news and led to advertisers to progressively reduce newspaper advertising. Advertisers were unhappy with newspapers long before the internet. The internet made it possible for many to use it capabilities for inexpensive marketing and personal marketing that cost little and took the place of print real estate, automobile, employment and other classified advertising. Internet advertising became free or low cost. The growth of internet advertising revenue never matched the amount of money leaving print because

The majority of newsroom hires in many news organizations today are digitally oriented personnel with titles such as web developer, data scientist, interactive digital designer, social media editor, engagement manager, and digital content editor. These job titles say a great deal about news organizations' strategies of servicing audiences across platforms. They also reflects the reality that screens are now the primary way most people get information and entertainment and that visual display of information has increasingly become the norm in recent decades. There is now a public expectation that news and information will be conveyed with some visual display of information, such as infographics, slideshows, multimedia presentations, mapping, interactive graphics and data bases, video and interactive video, and calculators. The growth in digitally oriented personnel in newsrooms is producing a growing struggle about how news stories should be told and what forms they should take. Tra

Legacy and born-digital content creators are now approaching tipping points where they will be forced into deep strategic thinking and choices that will affect their future operations. Consideration of the platforms on which they operate, the platform(s) that receives preference, and the income and expenses they will bear will all inform the strategic choices. The growth of digital consumption is forcing content creators to confront issues of offline and online consumption, but also to respond to the rapid growth of consumption on different types of digital devices—especially mobile devices. These changes are moving many firms closer to the tipping points. In deciding how and when strategy needs to be reconsidered, managers need to watch for four critical strategic tipping points. These are points at which significant contemplation and decisions must be made or the enterprises will be put at risk by indecision: 1. When c ontent income surpasses advertising income 2. When d igital incom