“But the thing that is out of focus right now” is how experts and critics “only talk in the tone of the newsroom, like they are the ones creating the problem, that they are the ones that need to change, and this is very dangerous. You start to take the position that they are wrong.”

Enabling editorial staffers to better do what they do best, to tell stories, is key, he said. Through a cleaner, designed, better printed paper with more options on how to tell stories digitally, as well as a more updated, better designed newsroom are just a few starting points.

The bottom line: nothing should be done to hurt journalism, Giner said.

Juan Senor, vice president and director of the group said that a one-size-fits-all mentality won't work when it comes to changes. Some papers need to overhaul everything – their design, newsroom, job titles, Web site, etc., while others may just need a small makeover. It's important to know where your newsroom is on that scale, make the necessary changes, and support the journalism throughout, he said.

One example Senor gave is dBalears Majorca, a small, 6,000 circulation newspaper in Catalonia, Spain. The paper was there just because the area felt it should have a newspaper in its own language, and didn't aim for more. But after a decision to completely change and incorporate what some would think are wild ideas, the small paper, with just 25 staffers and two designers, came up with a beautifully presented newspaper that most large metro or national dailies would envy.

“If they can do it, anyone can,” Senor said. “You must invest in necessary changes. Good journalism means good audiences.”