[2][3][4] Old media institutions are centralized and communicate with one-way technologies to a generally anonymous mass audience.
Since 1999, almost 90% of daily newspapers in the United States have been actively using online technologies to search for articles and most of them also create their own news Web sites to reach new markets.
Additionally, a depressed economy forced more readers to cancel their newspaper subscriptions, and business firms to cut their advertising budgets as part of their overall cost-cutting measures.
A similar allegation came from media mogul Rupert Murdoch in early April 2009, questioning if Google "should ... steal all our copyrights.
"[26] Likewise, Sam Zell, owner of the Tribune Company that publishes the Chicago Tribune, the Los Angeles Times, and the Baltimore Sun claimed it was the newspapers in America who allowed Google to steal their content, and therefore credited themselves for providing Google with their content.
[26] Old media, opposed to its newer counterpart, have been found by theorists and historians like Chris Anderson (author of The Long Tail and The Long Tail Phenomenon of Mass Communication),[21] Marshall McLuhan, Wolfgang Ernst, and Carolyn Marvin[27] to be inaccurate to the realities of mass communication's progression.