Recently, my favorite radio show, On The Media, held an election for an updated rendition of their newspaper jingle "Present and Future Business Models for Monetizing the Newspaper Industry." On The Media uses this jingle to introduce segments where they discuss the business of print journalism.
OTM listeners were invited to vote for the show's new newspaper jingle on Facebook. The result tells you a lot about its listeners (on Facebook at least).
In spite of lyrics which literally invoke ideas of innovation and change, the selected jingle clings to a comfortable simpler time. It's country, folksy, and sounds like a one man band.
This alone makes makes me worry for the future of the newspaper industry. If they can't get behind a jingle that evokes a modern sound, how can they support the behemoth effort it will take to evolve the industry?