—1. Make paid content work: Both Murdochs will expect Wade to be investigating ways to get readers to part with cash for content. In a sense, she’s already built successful online revenue streams through Sun Bingo and Sun Bet, which generate 80 percent of Sun Online revenues—but will she be the UK newspaper exec to jump first and create a premium news subscription model, perhaps based around the high-brow Sunday Times? If she does, it will be at the expense of online ad revenue and a large proportion of readers but as she said at her reading of the annual Hugh Cudlipp lecture this year: “We give away our expensive editorial content free online without an economic model that compensates for the loss in traditional revenues.”

—2. Increase ROI from new media: Wade launched the online-only Sun Radio this year, using Sun writers as guest and hosted by columnist Jon Gaunt. It uses NI’s new £1 million broadcast suite, as will a forthcoming online gameshow produced by Fremantle Media. It’s exciting stuff—but where is the return on investment? Wade will have to first find a way to make sure these projects are sustainable and then profitable, to avoid them being written off as expensive experiments. There’s no room for projects that just make companies look good any more.

—3. Monetise all readers: NI makes a point of The Sun and NOTW being the country’s biggest newspapers—but they have only kept that position through heavy price cuts and give-aways (as well as some big exclusive stories, to be fair) and the sad truth is that newspaper sales are irreversibly going down. ABC has moved to combine ABCe stats with its print figures—so should NI still be spending millions keeping The Sun‘s print readership above the psychologically important three million copies a day mark or accept print decline, make some big savings and invest in a new model that will sustain its titles for the decades ahead.