This thesis analyzes how a large local metropolitan newspaper, the Dallas Morning News, is coping with the primary newspaper industry challenges of decreasing circulation and advertising revenue since the popularization of the internet for distributing news. The study explores the multiple identities (demographic profile, sense of community, interests, information that readers want to consume) of Morning News audiences in its print and online version, DallasNews.com. It concludes that these readers have a strong sense of belonging to the Dallas community. However, the print audience is significantly different from the online audience, which consumes more news targeted for personal interests, while the print audience read stories and news of common interest.

The study also explores the business model and main revenue streams of A. H. Belo, the company that owns the Morning News. Circulation and advertising revenues are decreasing while other revenues from niche products such as the Spanish language newspaper Al Dia, and non-traditional marketing services. The print weekday circulation of the Morning News decreased 43 percent from 2011 to 2017, while digital subscribers have increased and niche product circulation of Al Dia is stable.

Nevertheless, from 2008 to 2017, A. H. Belo has lost money in six years. In 2012, the company made net income through its operations and in 2013, 2014 and 2017, A. H. Belo made net income by selling off properties. The Morning News is also involved in Civic Journalism projects that promote the public debate of the Dallas community issues.