New York Times Markets Itself for the New, Down-sized Future

The New York Times Co. recently announced that it would be laying off a bunch of folks. This has to be in keeping with its own new vision of itself, embodied in its new ad campaign "a useful tool for living in the city." Not the 'paper of record' or some other bold claim to definitveness as a source of information and perspective, just a useful tool, like some high octane Zagat Guide or something. Clearly that requires less manpower.