My home state newspapers are in a world of hurt, according to recent reports. Microsoft’s Steve Ballmer publicly rejects rumors of “all the news that’s fit to print” becoming MSNYT. Washington Post’s CEO is selling off bundles of WP stock. Nearly a century-and-a-half of Seattle Post-Inelligencer on paper, kaput! Advertising revenues for print are dropping faster than interest in Bernie Madoff’s financial advice. This all spells a shift to online and mass-customization for consumers. It also spells opportunity for PR types and the companies they represent. Opportunity to help online outlets generate content for a never-ending news hole. Opportunity to counsel clients on the communications channels used online. Opportunity to identify innovations, such as Time Inc.’s “Mine,” to shore up print news bottom lines. When one door, or in the case of the print-word world, many close, another one opens.