How do you change a company’s culture?

I’m asking because I don’t know and I’d like to: how do you change a company’s culture?  I think it’s a good question for any journalist to ask right now. If you work in this industry like I do, you know this year isn’t as rough as the last.  But what do you do when it’s time to make competitive changes in your newsroom and the old staff can’t keep up with the new?  Here’s a scenario about AOL that I think has the potential to take place in any newsroom today.  Change is going to come, like it or not.

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