In this situation of the newspaper vs. google, I can say that the old media (newspaper) must adapt to new media (google). It doesn’t specifically mean kill the newspaper but just add some new things to give more appeal to readers. Like invent something like an electronic newspaper and google will provide the news wherein the services of google can be used. With that, it can be environment friendly since it can save millions or even billions of trees and ink (both b/w and colored). Companies should also think that it is not forever we can use mother nature to bring us profit and information since we are just borrowing our resources. And since it’s the rise of the technology generation, we should create / invent more forms of information knowledge so that people will also adapt to the change and will not stay forever of “what used to be”.