You can't just reprise the news. You have to have journalism that makes a point and you have to be in sync with your audience.

If our brands are going to be in print and on mobile handsets and in video and events, we have to acknowledge that the playing fields are going to be different than a print-only product or a print product with extensions to it.

I tend to be more interested in the trend pieces than who got a licensing deal for sunglasses, but that's not surprising.

The issues for journalism and journalists, we see obvious places where presentation is very different in a digital space from traditional print. If you go to a New York Times homepage, you cannot get to a story about the Ukraine without a click-off on a banner ad or a slide show. They're not alone in that - you think you're clicking on a video about a news event and you have a 30-second ad that you have to watch before you can get to it.

I'm much more optimistic about the future than I probably was.

If we can help an advertiser refine a message so it works for our consumers, we should be doing that, but at the same time, you never want to do it by confusing the customer about what the experience is. If we fail in that regard, we do our brand and our customers a disservice.

Native advertising covers an awful lot of stuff. In many ways, it's just an extension of what in print had been called for years an advertorial.