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The article discusses the challenges facing the newspaper and publishing sector in the U.S. It explores the shared sacrifice concept observed by the industry under which the paper, printing and publishing sectors seek to be lean and stealthy while working with one another to manage paper costs. Factors of concern to paper manufacturers are given such as rising energy costs and the scarcity of old newspapers (ONP). Empathy is cited as a strategy for publishers and newsprint suppliers to take.

The article features Doug Ray, president and CEO of the Daily Herald. Ray is Editor & Publisher's Newspaper Publisher of the Year for all he has done in bringing the Daily Herald into the big leagues. Ray says, "We want to be the primary source of news and information in our market, not the secondary source." So the paper does nearly everything its big-city competitors do, from covering pro sports both home and away, to maintaining a bureau in the state capital and featuring a full-time movie critic and general columnist.