For several years I've been advising that newspaper publishers should not think of themselves as newspaper publishers but as providers of news services.

But changes in self-perception take a long time. For example, it took IBM nearly ten years to transform itself from "the world's largest computer company" into "the world's largest computer services company." It was facing an ugly demise from the challenge of the microcomputer.

This is a similar transition that newspapers need to make today. Paper or electron it shouldn't have to matter how they deliver the news.

It seems that the New York Times has come to this realization and that's encouraging.

In a memo released yesterday you will find the following:

...we are a news company, not a newspaper company. We are committed to offering our consumers our content wherever and whenever they want it and even in ways they may not have envisioned - in print or online - wired or mobile - in text, graphics, audio, video or even live events.

Because of our high-quality journalism, we have very powerful and trusted brands that attract educated, affluent and influential audiences. These audiences are a true competitive advantage as we move into an increasingly digital world.

Finally, our most valuable news organization gets it. This is very encouraging for the future of quality journalism, imho.