Can the ad business save newspapers?

Advertising Age published an opinion piece last week by Mike Hughes, Do Some Good: Create Newspaper Ads. http://adage.com/mediaworks/article?article_id=135535

While I agree the newspaper industry needs to survive, the issue goes beyond creating ads. The economic model for the daily paper is broken and the people in charge don't seem to have a clue how to fix it.

If the advertising industry wants to save the newspaper industry, it should start by helping the newspaper industry figure out how to create revenue streams online. Ideas that would be beneficial to agency clients, consumers and the paper.

If Mike Hughes really want to help, his agency should do what it does best, take their hometown paper figure out how to make it an online news brand.

While there are some great newspaper brands, most are commodities. And with all commodities, newspapers are feeling the effects of consumers and advertisers choosing more interesting options.

Just spent two days at the SXSW interactive conference. I think the tipping point is upon us.