Who benefits when a newspaper closes?

The Phoenix Business Journal takes a look today at what the fallout may be in Arizona when the East Valley Tribune closes down.

"The East Valley Tribune’s demise leaves The Arizona Republic as the sole daily newspaper in the 12th-largest U.S. media market. But media and advertising experts don’t see the Gannett Inc.-owned Republic gaining on the advertising side of the equation because of the Tribune’s closure at the end of the year."

The reporter goes on to ask people whether a city can financially support even one newspaper.

"Jennifer Maggiore, CEO of Maggiore Consulting and Marketing, said the Tribune’s soon-to-be-former advertisers and readers may go to online sources rather than to the Republic."

We've heard this before. The story, which is bylined "Staff Report", quotes an advertising agency, but does not quote any advertisers or any readers for that matter.

I know this is a story about our industry, but it is important to make sure that any business story should start from scratch, no assumptions, do the reporting.

This story does not tell me what reaction the consumer -- advertisers or readers -- has to the newspaper's closing. I still wonder what they are planning to do for news and advertising.