There is a fight a brewin' in the Bay Area. The San Francisco Chronicle, which has seen steadily declining circulation in recent years, is launching a new and improved glossy edition next week. I won't be the first to say it, but making your paper shiny is not going to solve the problem of decling readership.
Other papers believe they can solve the problem. The Wall Street Journal launches their bay area edition today, and the the New York Times won't be far behind in their collaboration with Berkeley's j-school.
So what does it all mean? It seems that the WSJ and the Times are perhaps trying to broaden their market, which could pay off. Serving a metro area with a large newsroom has shown not to be profitable in the current climate, but if these papers can scale down while simultaneously increase readership, it might prove fruitful.
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