CLEAR INSTRUCTIONS FOR THE NEW YORK TIMES DIGITAL GURU

From a Business 2.0 magazine conversation with Martin Nisenholtz, the senior vice president for digital operations at The New York Times Company.

When he first met Times publisher Arthur Sulzberger Jr., "Arthur basically said to me, 'We're not in the ink-on-paper business, we're in the news business. It doesn't matter how we distribute information; what matters is that we can make money out of it.'" Even so, Nisenholtz is loath to predict the death of print.

"We expect the print side of the business to continue to grow," he tells me. "We just expect the digital side of the business to grow much faster."