Another take on that article in the Sunday Times; this time a nice parody by @kevinmarks, taking the original article and replacing references to Twitter with references to writing a column/being a rent-a-quote/The Times:
"Despite the big losses and the ennui swirling around his product, Murdoch (who also coined the term "Digger") has admitted many are bewildered when they first encounter The Sunday Times."
"'We are the most narcissistic age ever,' agrees Dr David Lewis, a cognitive neuropsychologist and director of research based at the University of Sussex. 'Being quoted about something you don't use suggests a level of insecurity whereby, unless people recognise you, you cease to exist. It may stave off insecurity in the short term, but it won’t cure it.'"
"'It doesn’t matter what people say in their columns — it’s not the point.'"