Margy le Roux, media director, OMD Media Direction.

Newspapers, with the exception of Business Day, are trying to be all things to all people. In the quest to grow circulations, many papers focus on large, disparate audiences, rather than servicing any one market really well. They're in a catch 22 - do they go for smaller, niche markets but contend with shrinking circulations, or do they go for a large circulation to a more nebulous audience?