Ironic Journalism 101
From Fortune: “Eric Schmidt wishes he could rescue newspapers”
Eric Schmidt: I think the solution is tighter integration [with newspapers]. In other words, we can do this without making an acquisition. The term I’ve been using is ‘merge without merging.’ The Web allows you to do that, where you can get the Web systems of both organizations fairly well integrated, and you don’t have to do it on exclusive basis.
Adam Lashinsky: If not buy, how about just pump some cash into them, the way Microsoft famously once did with Apple?
Do we all understand why this is exactly the wrong follow-up question?
