An elephant is an incredible strong animal but in some situations its strength could be futile to survive in difficult environments.
At the end of the XX Century, newspapers believed that by accumulating assets, growing stronger, they would create better condition for their future, and they would have a better change to survive in the difficult forthcoming digital environment.
Newspapers had learned a great deal about the implementation of technologies thanks to years of experience in the information business. Investing on technologies and growing stronger had always brought some compensation for them in long run.
They believed somehow new competitors would not have the financial muscle to survive in the information business as they continue to dominate properties and markets.
However, new competitors proved to be lighter and more resilient. Incomers were able to gather information around, structure their newsrooms in nontraditional ways, and distribute the content faster through different platforms and outlets using the power of the former audience.
Suddenly newspapers were caught in the middle of the economic crisis with a heavy structure without the capability to maneuver towards any specific direction, like an elephant stuck in quicksand.
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