I’ve heard that newspapers are dying. This interests me, because I can’t get over the fact that the real issue is the paper, not the news. The reality is that we printed news on paper because there wasn’t anything else. But, of course, now there is.

News, or journalism, is clearly alive and well. Those in the business of discovering and distributing news to the public need to rethink how they deliver news and still get paid for it.

So, while I’m stating the obvious, I believe that newspaper organizations need to pay more attention to their value proposition. Their value is in the content. Their value is in the journalists. If they don’t have valuable content or journalists who the public can trust and rely upon, then they are dead. But if they have those two things, there has to be opportunity to monetize that mix.

We have invented new ways of delivering content that don’t require paper–the Web, the iPhone, G1, and other mobile devices, and Kindle. Up to this point, publications like the Star Tribune continue to try to figure out paper and they’ve invested heavily in their websites over the past decade+. And, sure, they’re on Twitter and other social media sites now, but they still haven’t found a way to move users to other mediums and make money in the process.

And there’s agreement that something new has to emerge. Steve Rubel, via AdAge, writes:

Like the iPod before it, the Kindle is a critical emerging device that actually encourages consumers to pay for content. When Apple launched the iTunes Music Store, some were skeptical that people would shell out cash for music they could snag for free from file-sharing networks. They did. Read the article

How about that subscription through Kindle? Or how about an iPhone app? It may mean that the economics of the business need to change. But what’s worse: To disappear completely or at least attempt to find ways to engage your audience through new mediums?

Companies are constantly looking for ways to improve their online presence. They want to optimize. They want to enhance. Some want to completely redesign. And some should redesign.

But, given the current conditions of the economy, suggesting a redesign isn’t always an easy sell. Unless you have an organization with plenty of resources—people, money, and time—you need to find creative ways to do what you can with less.

One approach to this issue is to separate design and content. I know, this isn’t always easy, as there is a symbiotic existence between the two. But consider for a moment—regardless of the information design, color palette, and general aesthetic—that you could dramatically improve engagement of your traffic if visitors had a clearer idea of the value you offer.

Re-tooling the content on your site can provide many benefits. As a marketing organization, you’re focusing your message. You can improve the throughput of traffic and impact key conversion opportunities. You may even improve your search engine rankings. And, this can be done inexpensively (relative to a full-blown redesign) and with virtually no technical roadblocks.

I don’t mean to over-simplify. Your site may genuinely be broken and any optimization of content is like trying to polish a turd. It’s wise to take a deeper dive into the perceived issues with your site. Do you need a redesign because your inner-designer is sick of staring at the same home page day in and day out? Is your boss convinced that your competitor’s site is so much “flashier”? Or are you receiving authentic customer feedback telling you that things just ain’t working right?

Each of these can be valid, but they must be validated. Know the issues by soliciting input. Conduct a content audit to understand what you have and what you need. And, consider the possibility that a focused rewrite of content may be just what you need for some short-term satisfaction.

My name is Bill Galfano.
Interactive Marketing/UX Professional
http://www.linkedin.com/in/bgalfano
http://twitter.com/galfano

I work at Magnet 360, an agency network providing marketing, communications, and technology services to Fortune 1000 clients.