You're an Old Media empire fighting for footing in the New Media world. Newspaper circulation's been dropping for a decade. Department store ads are vanishing, right along with the department stores themselves. A geeky guy named Craig has made classified ads all but obsolete. So the brain trust at your newspaper decides to give this blogging thing a shot. Lets some of its fine reporters loose on this World Wide Web thingy, which looks like it might, maybe someday, catch on. And then advertises the blogs in today's newspaper like this.
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