The more newspaper circulation declines, it seems, the fiercer rages the debate over how to reverse the trend. Should editors whittle stories into bite-sized pieces that never jump or should they attract readers with thorough examinations of significant issues? Is it time to put a window in the wall between the newsroom and the advertising department? Should newspapers think about having readers or serving customers? Behind such debates is a core question: What business are newspapers in?

The quick answer is: the news business. But is that the impression newspapers give the public? Imagine you are a reader with a news tip you want to tell the paper about. What happens when you call?

CJR placed calls to the twenty largest newspapers in America, using the main switchboard number provided by directory assistance. At twelve of the papers, we are happy to report, a live operator answered, and the caller, claiming to be a reader with a tip on a breaking news story, was immediately put through to the newsroom.

At the other eight papers it was a different experience entirely. They used automated operators, and six of their recorded messages might well leave callers uncertain about what business they had reached.

Four of the papers didn't even mention the news department. Here's what they did say:

San Francisco Chronicle (415-777-1111)Welcome to the San Francisco Chronicle. If you know the four-digit extension of the party you are trying to reach, you may dial it now. For newspaper subscriber services press 1. To place a retail, classified, or national advertisement press 2. To reach a live operator press 3.

The Detroit Free Press (313-222-6400)Thank you for calling the Detroit Newspapers, agent for The Detroit News and the Detroit Free Press. If you know the four-digit extension of the person you are calling, please enter it now.If you want circulation home delivery, please enter 3 now. If you do not have a touch-tone telephone or you choose to have an operator assist you, please hold. Please wait for assistance.

Los Angeles Times (213-237-5000)Thank you for calling the Los Angeles Times. If you are calling from a touch-tone telephone and know the extension of the party you wish to reach, you may enter that number at any time during this recording. To subscribe to the Los Angeles Times and for all subscriber services, enter 1. For classified advertising, enter 2. For display advertising, enter 3. If you need assistance, please wait and an operator will be with you shortly.

The Miami Herald (305-350-2111)Thank you for calling The Miami Herald and El Nuevo Herald. Para EspaÐol, prima el numero uno. Our operators will be with you in a moment.For the quickest service here are three options: If we may help you with the delivery of your newspaper, please press 2. For classified advertising, please press 3. For all other departments, press zero or simply stay on the line.Two other papers did mention the newsroom in their automated messages - eventually.

Newsday (516-843-2020)Thank you for calling Newsday. If you're calling from a touch-tone phone, press 1 for further options. [Caller pressed 1.] Press 'star' now if you know the four-digit extension number of the party you are calling. If you know the last name of the party you are calling, please spell it now using the touch-tone keys on your telephone. In addition to entering the last name, it may be necessary to enter the first initial of the first name or the first name itself. If you do not know the last name or to return to the original menu, please press 'star' now. [Caller pressed 'star.'] If you know the four-digit extension number of the party you are calling, please dial that number now. For advertising press 1. For subscriptions and delivery press 2. For the newsroom press 3.

The Philadelphia Inquirer (215-854-2000)You have reached The Philadelphia Inquirer and Daily News main switchboard. To reach the following departments please press the corresponding buttons on your touch-tone phone. If you are calling from a rotary phone or if you need further assistance, please stay on the line and an operator will assist you.

When the caller pressed 4, another automated message responded with:

You have reached the switchboard at The Philadelphia Inquirer. To reach our city desk press 1.

Only two of the newspapers with an automated message emphasized the news department rather than subscription or advertising services. Both The Plain Dealer of Cleveland and The New York Times directed the caller to the newsroom before the business offices.

And then there are the papers with the human touch, a live operator. Those twelve newspapers were: The Boston Globe, the Chicago Sun-Times, the Chicago Tribune, The Dallas Morning News, the Houston Chronicle, the Minneapolis Star Tribune, The Star-Ledger of Newark, the New York Daily News, the New York Post, USA Today, The Wall Street Journal, and The Washington Post.

Here's a suggestion for cjr readers. Call the main number of the newspaper you read or work for. Take notes on what you hear. Then write a letter to the editor about what its telephone style conveys to callers about the business it is in.

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