H. Chris Ward, Commercial director, MSN

Clearly the whole media landscape is changing and being driven by the way consumers are taking up new technology. It's changing the way people consume media and they're much more in control. Whereas 10 years ago I read a newspaper, watched TV and listened to certain radio stations, I can pretty much now circumnavigate all of that and put together my own media schedule and decide when and if to consume the marketing messages that come with it. Newspapers are not going to die. But they need to embrace digital at the same time. Obviously they have a massive challenge because they have been hugely profitable but consumers are starting to vote with their feet and it's the consumers who will drag the advertisers away from print media and into digital. That's what we are seeing at the moment. Newspapers have a lot of great content but they need to make that available to people wherever they are and wherever they are consuming as digital consumers. If they are prepared to make their content available in that way and start thinking about new business models in order to generate revenue then I think they will thrive. There will always be people who want to buy and read newspapers but the number who buy them regularly will diminish over time and we might start to see some rationalisation because it's going to be difficult to sustain those revenues. I know that privately newspapers are predicting very low (advertising) revenue growth next year, whereas online will grow another 50-60 per cent. That tells a story in itself.

I. Nathan Stoll, Global head of Google News

I would say that it's certainly the case that technology is disruptive and I think it's definitely a challenging time because of that. But I don't think new technology is a threat but an opportunity. My sense is that newspapers will continue to exist [but] the forms are still being experimented with, the ones that are going to work out long-term. Think about sites like Ohmynews which has emerged in the past few years and has more than 40,000 citizen journalists, or even The New York Times experimenting with its TimesSelect model - or The Wall Street Journal opening up some of its content which was once all behind a pay wall. I definitely believe that original quality journalism will always succeed.

- www.independent.co.uk

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