Advertising free-fall at the L.A. Times The L.A. Times, in what is perhaps a precursor to the problems brewing at other newspapers, has announced a strategy to revamp its editorial profile to lead with online reporting. When you look at the numbers, though, you have to wonder if it's too little, too late:

MediaPost quoting Editor James O'Shea: "'In 2004, automotive print advertising at the Los Angeles Times totaled $102 million. And what will it be this year? $55 million.' While the company made up some of the difference in Web ads, O'Shea said the paper was losing more in print ads than it was recouping online."

Omigod! The paper lost 46% of its automotive advertising in a single year? How can you change your business model fast enough to make up for that??  ¶ 10:55 PM