WWy can’t newspapers come up with self-service solutions for advertisers and readers similar to the banking and information technology industries?

A U.S. publisher told me recently that newspapers have been looking at self-service solutions for readers and advertisers since 2000, but nothing tangible has come of it. He pointed out that there are tools available, and his newspaper has put a lot of energy into “making a weak tool work.”

This is a classic situation of leadership needed at the national level to bring publishers together to come up with industry-wide standards – or, better yet, an industry-wide tool.