The new Administration is considering ways of re-branding the White House Communications Office in January.
1. The Wall Street Journal is read by the people who run the country.
2. The Washington Post is read by people who think they run the country.
3. The New York Times is read by people who think they should run the country, and who are very good at crossword puzzles.
4. USA Today is read by people who think they ought to run the country but don't really understand The New York Times. They do, however, like their statistics shown in pie charts.
5. The Los Angeles Times is read by people who wouldn't mind running the country, if they could find the time -- and if they didn't have to leave Southern California to do it.
6. The Boston Globe is read by people whose parents used to run the country and did a poor job of it, thank you very much.
7. The New York Daily News is read by people who aren't too sure who's running the country and don't really care as long as they can get a seat on the train.
8. The New York Post is read by people who don't care who is running the country as long as they do something really scandalous, preferably while intoxicated.
9. The Miami Herald is read by people who are running another country, but need the baseball scores.
10. The San Francisco Chronicle is read by people who aren't sure if there is a country or that anyone is running it; but if so, they oppose all that they stand for. There are occasional exceptions if the leaders are handicapped, minority, feminist, atheist dwarfs who also happen to be illegal aliens from any other country or galaxy, provided of course, that they are not Republicans.
11. The National Enquirer is read by people trapped in line at the grocery store.
12. The Northwest Florida Daily News is read by people who have recently caught a fish and need something to wrap it in.
I consume news and information electronically now, instead of reading print. But it's on the rare morning like this that dead-tree media really shine.
On a recent Starbucks run in Lexington MA, I parked near a line of newspaper boxes along Massachusetts Avenue, the main drag through this posh suburban town west of Boston, where property values are sky-high.
In Boston and in most of its surrounding communities, newspaper boxes have pretty much fallen into disrepair or been removed as eyesores because of the steep and continuing decline in sales of print-edition newspapers. And in fact, the Boston Globe and the Boston Herald are both long gone from this location.
What's selling here is Chinese newspapers. In my short time in the parking lot, three different elderly Asian men walked up to the boxes and purchased newspapers, reflecting the dramatic increase in young Asian homeowners in Lexington - two-income couples with high tech jobs, with kids - who have brought Mom and Dad over to live with them. And their newspapers keep them in touch with the world they've left behind.