Problems and solutions for national newspapers – can advertising still be the saviour?

For national newspapers the last couple of years certainly seemed to be a near-death experience. Bear in mind, though, the national press has had a see-saw flirtation with forecast death for many decades, writes Guy Zitter, who spent 25 years leading the Daily Mail's commercial operation.
If you go back to 1972, 75% of the UK population were readers of UK national dailies. The Sun was selling 4.25 million per day, the Daily Express 3.4 million, the Daily Mirror 2.6 million and the