A recent trip that Seville realised from in the BIRD, which began being an informal conversation between fellow travellers, became a little more two hours of passage in an exciting debate on the economic viability of the written press. My neighbor of seat, with interests in a publishing group, commented the problematic one of the sector with a pessimistic vision of the final results. It is certain that the written press is crossing one of the worse moments of history, but of there to that we are before the eminent death of average writings, an abyss exists that there is to know how to resist with one studied strategy of marketing. Otherwise, we would end up giving to the reason those easy pens that they predict its end in the next decades. In order to approach the subject with rigor, it is necessary to be conscious that the traditional means are in decisive crossroads and that they will have to be re-invented if they want to survive in the 21st century. The economic crisis is affecting all the sectors and the one of the communication is not an exception, as much at national level as international. General level, this year we have seen that the numbers in different social mass media have continued undergoing a reduction? The New York Times, the greater journalistic institution of the first economy of the world, are lost 74 4 million dollars in the first trimester of the 2009. Le Monde are lost 43 7 million Euros in 2008. The Swedish group Meter, secondly in the world in newspaper diffusion, are lost 13 5 million Euros in the first trimester. In the USA one struggles to turn newspapers into foundations to save them and in our country the data facilitated by the OJD and Infoadex speak to us as much of reductions in the sale concerning unit like in the advertising income.