Groups must add capabilities, redefine mission, adjust storylines as industries evolve Rapid and broad industry changes are forcing associations to redefine or broaden what they represent, and refocus advocacy efforts around improving the public perception of their affected industries. The $10 million-revenue News Media Alliance—which was the Newspaper Association of America when CEO David Chavern arrived in 2015—is at pains to convince policymakers that it represents the growing news business, not just one declining delivery channel. "More people consume hard news than ever," Chavern said. "But the word ‘newspaper' was an impediment to people understanding what we do."… Read More