If you don't innovate, you will die: All three agree that the traditional media is still extremely relevant but that if they are not willing to change, they will quickly lose that relevancy.

Pruitt's WSJ article pointed the spotlight on the ever-robust newspaper industry, an industry made so by the reach of newspaper websites which are helping to make newspapers "multi-platform, 24/7 news companies", a digital strategy that is "working."

Murdoch emphasized that traditional companies must explode traditional business models to adapt to "consumers who are better educated, unwilling to be led, and who know that in a competitive world they can get what they want, when they want it."

Heyward called for innovations in content noting that different nightly newscasts broadcast the same content and made reference to the satirical breath of fresh air in the popular Daily Show.

Chaos theories: Heyward and Murdoch took different points of view of the upheaval technology is having.

Heyward's idea of chaos is the enormous amount of content created by everyday people which is not just a fad. From now on, it will exist alongside traditional media which has to "Get used to it."

Murdoch took a more worldy view in his speech to the Worshipful Company of Stationers and Newspaper Makers saying that "It is difficult, indeed dangerous, to underestimate the huge changes this revolution will bring or the power of developing technologies to build and to destroy - not just companies but whole countries."

Democratic role: Newspapers are at the heart of the "civic conversation" vital for democracy, asserted Pruitt, a conversation in which newspapers have always played the central role. But he argues that "spinmeisters, partisans and ideologues," although "they all have their place in democracy," are gradually taking center stage, a stage which newspapers and traditional media must hold strong for the sake an informed democratic public.

Not only did Murdoch's speech parlay into the role of democracies in fighting terror, but he said "The free flow of information is not just a building block of our democratic system; it is also the fuel of the technological revolution."

Quality journalism wins: Pruitt echoed McClatchy's cornerstone of success, quality journalism, by saying the industry can do even better: "Employing the extraordinary tools of the digital, interactive era means we can get better at (maintaining our position in the center): more transparent, better listeners, open to hear more voices."

Heyward dismissed the hype that is especially prevalent in television news saying, "I think there will be a new Darwinism. In an era of authenticity, quality will win out. You're going to see much more emphasis on the highest quality products winning."

Murdoch answered the question on every print journalist's mind: "What happens to print journalism in an age where consumers are increasingly being offered on-demand, interactive, news, entertainment, sport and classifieds via broadband on their computer screens, TV screens, mobile phones and handsets? The answer is that great journalism will always attract readers. The words, pictures and graphics that are the stuff of journalism have to be brilliantly packaged; they must fee the mind and move the heart."

Sources: Poynter (Heyward), The Guardian (Murdoch), The Wall Street Journal (Pruitt)