Give us a newspaper revolution

And another newspaper [thelondonpaper] closes down because of falling advertising revenue. Archana Venkatraman
The scene will only get grimmer now on.
The fight for winning adverts turns bitter not just between the newspapers but also between newspapers and other consumer-facing companies and websites. Ailing airline company British Airways announced it was to sell advertising space on online boarding cards (presumably with some care- life insurance ads just before you get on a flight may not be quite the ticket). Meanwhile, property website Rightmove reported buoyant results citing its share of property advertising "grew substantially" even as advertising in traditional print media declined.
It is clear that advertisers operating on a shoe-string budget are swayed by a slew of companies with online presence that claim they can target users "more directly" than newspapers can. Companies such as British Airways step on the toes of traditional media institutions to rescue their business amid worsening economic climate.
Almost at the same time, consumers are increasingly considering news and information as something of a free-commodity and are not willing to pay for it.
So what seemed like a straight-forward and obvious business model for newspapers is turned upside down with the world wide web bringing along a slew of avenues for the advertisers and heralding a permanent gloom for the newspapers.
In case of BA and other brands, advertising will be complementary to their core revenue. Are newspapers too naïve to continue believing in advertising as the only and major source of income?
Arguably, the newspapers, with their compelling content have battled bravely with radio, television and even online news-sites and have continued to survive. But as the internet-savvy consumers crowd specific websites for booking tickets, shopping, viewing properties, and even investing their money and buying insurance, the newspapers must find an alternative to traditional advertising.
It may be hard to visualise a new revenue-earner different from advertising, but who would have thought of a "search engine" or "penicillin" in the early 1600s. Because, most times, identifying the problem is the first step for resolving a crisis.