This document discusses the strategy of Metro Newspapers to shift their focus from mass audiences to targeting "the mass intelligent" by providing more in-depth, contextualized reporting known as PICA (Perspective, Interpretation, Context, Analysis). It acknowledges that print advertising revenue can no longer support high-quality journalism, so new revenue sources must be developed. The document argues this audience will increasingly consume news on tablets, and Metro Newspapers is focusing its resources on developing its content for the tablet format while maintaining the scale of its newsroom.