Newspapers bearing plugins

Newspapers are in tough spot. Trying to profit from a commodity , on the internet of all places.

They should focus on monetizing their brand and their community.

Maybe offering browser plugins to their community could help here ?

Here's an idea for a plugin: Show users that are in the process of buying something trusted , highly relevant and highly useful information.

Maybe when I'm looking for car rental company , they should tell me about ZipCar , with it's new can rental business model that could save me bundles ?

Or when I'm trying to buy a fancy dress, tell me about the new company that rents fancy dresses?

They already told us stories about these companies, they just need to offer them at the right time, because there's a big chance I don’t know about these companies and their unique solutions, and so i don't look for them. or maybe i forgot.

Doing just that , they'll suddenly offer much more value.

And I bet they can find ways to monetize this value.