2. What difficulties might Rona encounter as it tries to reach the goal of having 25 percent of its total wood sales come from forests that are certified by the Forest Stewardship Council? The publishing business is dealing with significant changes that will require serious strategic thinking.

Consider these facts:

• According to the Audit Bureau of Circulations, which measures statistics for 57 Canadian and 472 American magazines, the industry is suffering.

Newsstand sales were down and ad page revenues were down 21 percent in Canada in 2009.

• According to the Newspaper Association of America, readership has fallen by more than 700000 per year since 2000. Classified ad revenue is down 40 percent in the last decade because of online competitors like craigslist, Monster, and Auto Trader. Rupert Murdoch recently declared that news aggregator sites like Google and Digg.com are kleptomaniacs that steal content. As the owner of NewsCorp, a major media giant, his intention is to erect pay walls around his media sites.