If only one idea emerges from the profundity of "bests" lists and prognostications this holiday season, here's my entry: Need is the new want. It's a loaded statement. Here's what I think it entails:
With once-great newspapers becoming extinct or, worse, going online in markets across the U.S., we've been given an interesting twist from a long-suffering paper in London: in The Evening Standard has spent the last month telling its readers that it's sorry. I assume this will be followed by an announcement that it as emptied its last ink well, or broken the final printing press, or whatever. The branding campaign all but amounts to a very public suicide note.