By Mark Glaser, Executive Editor of PBS MediaShift and PBS Idea Lab

I have traveled to Europe three times this year, and each time I spoke about the future of journalism – specifically about alternative business models for traditional media. It seems that the Europeans are as obsessed with new ways of making money as the Americans have been. The bottom line is that if print and broadcast revenues are going down, what's going to go up?

More to the point: How can traditional media outlets practicing old-school journalism survive in the digital age? It's a fair question, and one I've been pondering for some time as executive editor of PBS MediaShift, a site that sits at the intersection of media and technology. So beyond just new ways of making money, how can traditional journalism evolve and survive in an era of breathtaking change? I've made five rules I would like to share with you.