"Newspapers have come a long way since youngsters hawked the latest edition on street corners or metal boxes collected coins from anonymous visitors sucked in by a juicy headline. Today’s publishers need to be much more savvy about distribution, getting their arms around who their customers are, what makes them pay, and how to drive the right behaviors across a varied and complex online landscape. That means applying new technologies, adopting a “test and learn” way of thinking and going where the data leads them. Gone are the days when success could be measured by how many million unique visitors a website has in a month, especially when the vast majority of those come once, never to be seen again. In a few years time, the playbook may have changed. But keeping up with the fast-moving technology world is no longer an option, it’s an imperative for survival in the digital age." (Conclusion)