Newspapers are in peril. They are separated into two categories: those that realise this and are adapting to the disruption of digital and market declines, and those that are in denial and haven’t hit the storm yet. The more astute members of the first camp are finding ways to adapt, and technology is beginning to supplement their strategies with tools for this new era of publishing.

The storm was first felt in 2009 in America amid the recession and a trend that probably would have gripped the world of print regardless of market turns. In that year, the Newspaper Association of America put out research revealing that ad sales had shrunk by 28.3 percent – or $2.6 billion – in the first quarter of that year. Many publications, especially smaller community papers, closed shop in the USA later that year.