Phila. Daily News columnist Will Bunch's seminal 2005 article on "norgs" may be even more applicable today.

Ouch! Today, the news broke that the Philadelphia Inquirer will lay off 68 newsroom employees -- about 16 percent of its editorial staff. (So far, no new layoffs have been announced for the Inky's sister paper, the Daily News.)

This latest twist to the recent convoluted path of the Inky saddens me greatly. I grew up in the Philly area, and always loved that paper. When a news organization gets tossed around like a hot potato among a fast succession of owners, it's hard on the community as well as the staff.

The reason for the layoffs is dropping circulation. Yeah, that's a hard one. It seems to me that the traditional ad-driven business model for newspaper only worked well when there was a relative scarcity of access to news and information. However, maybe new approaches to news and information might find an audience and sustainable business model in Philly and elsewhere. Maybe, a fresh approach might even keep some of those talented editors and reporters employed.

How? They might try forming a norg.

What's a "norg?" Daily News columnist and blogger Will Bunch coined the term in October 2005, in a seminal article he published after his paper cut 29 percent of its newsroom staff. The fictional anecdote at the beginning indicates some aspect of Bunch's vision:

• Quick hits on the world and local headlines
• A variety of local columnists and bloggers
• Premium content services catering to strong local communities and interests.
• Online is the primary medium; print is secondary distribution
• Podcasts
• Strong participation aspect. Not just articles, but live online events, discussion forums, and more.
• And I'd add: Rich mobile content offerings

In Bunch's vision, the Philly norg evolved from a major news organization (the Daily News, which managed to survive and be purchased by employees while the Inky withered and eventually shuttered.) However, I think it's more likely that the norg approach would succeed if it were begun by an entirely new organization -- one that capitalizes on existing journalistic talent, but is run by business leaders who can think more creatively about serving local mass and niche audiences profitably and creatively. One that leverages community and participation, while providing quality and accuracy. One that has a stronger, more flexible, and more sustainable business model than print papers seem to manage.

OK, I know that's a vague and fuzzy dream... But I grew up near Philly, and I think Bunch is onto something. I think Philly might be a perfect place for someone to pilot a norg project before too much news talent flees the region.

What do you think? Comment below.