Why should audiences buy the cow if they get the milk for free?

Toronto Star columnist Antonia Zerbisias reacts to the Project for Excellence in Journalism’s State of the News Media 2007 report, which details the dwindling circulation and viewership numbers of news organizations. Zerbisias argues numbers continue to fall because: “We have conditioned our audiences to a ‘Why should we buy the cow if we can get the milk for free?’ mindset.” She further warns: “This attitude is killing the goose that lays the golden eggs.”