I work at a educational publishing company developing interactive digital books. Everyone involved in the publishing/editorial dept. is quite frankly completely clueless about technology. Not only they don't know it works, but most importantly they couldn't care less about it.

It would not surprise me the people at the helm in large newspapers don't really care about "the experience" and still think in terms of content + ads. Heck, even Wired's website is horribly bloated and slow.