Newspaperproject.org explains who they are:
NewspaperProject.org was launched in 2009 by a small group of newspaper executives to support a constructive exchange of information and ideas about the future of newspapers. While we acknowledge the challenges facing the newspaper industry in today’s rapidly changing media world, we reject the notion that newspapers-and the valuable content that newspaper journalists provide-have no future.
So the ad in print newspapers was directing people to a website about the future of newspapers? Hint: you link to the future on your Blogger right sidebar, guys!