their online versions. The standard of journalism is also likely to be more professional. Murdoch's vision of the future for newspapers online is that if readers are targeted and the content offered is of a high quality, people will be willing to pay for it. Technology As Murdoch states, readers use different technology platforms to access news content. Portable devices with considerably better processors, such as smartphones, laptops and tablet PCs which has made the gathering and dissemination of information much easier and increased the connection possibilities of news content which can be accessed by a larger number of people. Availability of news has now become considerably more selective and flexible in terms of where it can be accessed. This means that it is likely that those who seek online news will consume more news in general as those who purchase the physical copy of the newspaper will be more and not less likely to access the same publications website. Murdoch states that adherence to business models based upon advertising on the part of news papers is responsible for declining revenues. Additionally, those who consume a lot of news offline will access online news more frequently. This, he argues, means that journalists and readers alike have perhaps been able to research more thoroughly using search engines, stumbling serendipitously upon sources online which they may not have encountered in an analogue environment. This has given rise to new challenges for media organisations in terms of delivering content to users. . It is debatable whether online and offline news content are competing or complementary products. Some argue that the Internet presents too much competition for traditional newspapers. In terms of trust, there is also an assumption that news content delivered online may be inferior to content delivered by newspapers. However, there is also the issue of users finding online content less trust worthy. This could be linked to it being free and assumption that online news content is possibly less likeable, satisfying and enjoyable. However, as the article discuss, technology is not necessarily the cause of the decline in revenues from traditional news paper formats. Others. like Google CEO Eric Schmidt say that technology is definitely not to blame and can actually help newspapers to progress and avoid decline. Obsolescence of single delivery format is unlikely as both print and online serve different purposes and audiences. Content creators and aggregators Murdoch also