Fundamental issue for traditional news organizations - it's a mistake to think of yourself as a newspaper or magazine

There's a fascinating post on Poynter in which Salon CEO Richard Gingras says: 'It Was a Mistake to Think of Ourselves As a Magazine.'

Salon was an Internet pioneer so it can't rightly be put with older news organizations whose identity was based on being a newspaper, TV station, radio station or magazine. But in reaching the conclusion he did, I think Gingras gets at a fundamental issue for any news organization as it tries to find its way in the Internet era. If they can't make the jump to thinking of themselves in Internet terms, it's hard to imagine that they'll be able to carve a future.