The recent announcement that Colorado’s oldest paper, the Rocky Mountain News, was ceasing publication is a sad reminder of the changes that are taking place in the newspaper business. Many of the nation’s largest papers have cut staff and are struggling financially.

While the Denver Post, which was the News’ competitor for a more than a century, will try to fill the void, it has its own challenges ahead. According to the Denver Business Journal, both the News and Post had lost half their circulation since 2000.

When I moved to Nashville nearly 16 years ago, we had two newspapers but only one survived. It was great having a second option to pitch a local story, but in most cities the days of having two papers are gone. However, the Internet provides an array of opportunities to communicate in new ways.

Ad agencies that learn to use PR strategically via the Internet will thrive, while those that continue along the same old way will someday find themselves like the Rocky Mountain News— no longer able to compete.

Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.