On what did it report? Well, on itself, and how alarmed it is due to its own increasing irrelevance in the face of new sources of information. NYT is well-aware of the "New Media," as a 96-page internal report, sent to top executives last month, makes clear. Obtained by Buzzfeed, the report "paints a dark picture of a newsroom struggling more dramatically than is immediately visible to adjust to the digital world, a newsroom that is hampered primarily by its own storied culture." The report ignores its traditional mainstream (MSM) competitors and takes a closer look at new digital companies like First Look Media, Vox, Huffington Post, Business Insider and Buzzfeed.