The most recent data released by the Audit Bureau of Circulations showed that newspaper circulations continue to decline. In fact, the latest figures are the steepest drop in at least 15 years. The overall average dip was 2.8% over the same six month period last year, with the LA Times leading the pack with an 8% decline -- which makes you wonder why so many people want to buy it.

The New York Times reported a drop of 3.5%, but also stated that the number of people who read the paper online now surpasses the number who read the print edition.

Although online revenue only represents a small portion of the company's overall income, it does point to an interesting conclusion. People haven't lost interest in the news; they just want to get it from different channels.

Perhaps the secret word for the future is "repurposing" -- finding new ways to deliver existing content.

A new company called Critical Mention is trying it with TV. They are creating an online database of news broadcasts from the top 50 markets that can be monitored as soon as they air by companies or PR firms. They even send you an email alert when your product or company is mentioned anywhere in the world with a link to the actual clip. This sounds like a handy service for multi-national communications departments.

They are also compiling customized clips with ads attached to be streamed from various websites like little TV channels. So if you have a website that focuses on racing, you can broadcast race results from around the country.

The future is still about content. The question is really about all the ways to deliver it and make money in the process.