Well, the media is full of those these days, from Dean Singleton to Rupert Murdoch.

Murdoch just told Rueters that people will be paying for newspaper content on the Web, saying premium content will be available and widely-accepted.  That’s easy for him to say: people already pay for the premium news that the Wall Street Journal offers.

But would you be willing to pay for the gossip columns in the New York Post? I’ll admit to reading them occasionally, but I wouldn’t pay for them.

In fact, what kind of premium content does Murdoch think newspapers will be able to offer? Media companies are shedding editorial jobs at an alarming rate. That means fewer people to report and write those premium stories.

I’m the first to admit there’s no good business model about making money online, though some people have interesting ideas.

But those are least something approaching a plan. They have actionable steps, goals and metrics.

Both Murdoch and Singleton have promised new and exciting content without ever saying what it would be. They’ve both also cut jobs. Those two things aren’t compatible.

Very few media companies have figured out how to charge for their content, and it hasn’t been for lack of trying. How about trying something different?

He really likes a plan from the New York Times to allow people to buy sponsorships. I wrote about the other plan from the Times last week.

Sponsorship is a fascinating idea, and Outing suggests some cool things that people could be willing to pay for.

And that’s exactly what we need. Too many publishers and CEOs are looking backward to models that were tried and failed in the mid-90s. Instead of trying to do the same thing in a different way, why not try to do something different?

So I’ll ask: what novel ideas do you have to make newspapers profitable, and how would those ideas work?

Smarter people than me are weighing in, but I think I might be able to add something to this conversation, since I’m training the staff at The Gazette on using social media.

My two-line social media policy:

If you’re using an account for work purposes, identify yourself as an employee of The Gazette.

If posting something would embarass you or the company, or call your professional reputation into question, DON’T POST IT.

That’s it. I give out pages of best practices, too, but those two get to the heart of the issue. Just as we would have never in the past expressed a political preference, we should refrain from doing so now. if it seems like common sense, it kinda is, but it still bears repeating.

The biggest issue people seem to be taking with the WSJ policy is that it shuts down transparency. It forbids staffers from discussing how a story was reported, written or edited. Bad advice, and among the reasons so many newspapers are failing at social media. When there was one edition a day, the story was all that mattered. Now, reporters need to be transparent at all stages. How they source and write the story is important, and so is the discussion afterward.

Rather than grasping and trying to control something (since no one’s been able to control falling readership or declining revenue), newspaper executives need to trust their reporters, calm down and embrace social media.

I can’t close any more eloquently than Patrick Thornton did.

Just use common sense, and common sense says not being social on social media doesn’t make much sense at all.