who read the newspaper?

As if to give more gloomy picture from US media industry, the US Circulation Audit Agency released a report on how sharply the daily newspaper readers had declined. Almost all top 25 newspaper in US report circulation decline on average 7,1 percent. The USA Today, on the top of the list, report its circulation decline 7,5 percent to 2,11 million copies. The New York Times, which recently got 5 Pulitzer Prize, had its reader declined 3,6 percent to 1,03 million copies. Only the Wall Street Journal which had its circulation increased around 1 percent to 2,08 million copies.

It had been known that newspaper circulation decline already started in early 1990's. It's getting worse and worse this recent years. In that time, internet hasn't been that into someone's life. Some said that internet played a big role in declining the number of newspaper reader.

When I read the report, my editor said: wow, it's declining and still it's more than 2 million readers. What about us? (read: Indonesia)
A survey conduct by AC Nielsen released in November 2008 showed that newspaper readers in Indonesia declined as well, around 4 percent compared to the previous year.
My newspaper, which has the biggest circulation in this country, had only 500.000 copies. Just a daydreaming: when will our reader reach the number 2 million people? Or at least, 1 million people?

Now, Indonesian has more than 200 million population. Compare to US, it has around 300 million population. What can be done to double the reader here? It's not a matter of business at all, but newspaper, however, is one of tools to make people get more knowledge from their community or the world.

Or should the journalist work harder to serve the reader with stories that make them impressed and interested. Or the circulation section that have to work harder selling the product? Or what? Any suggestion?