Basic marketing insight still applies to newspaper Web sites, despite the evolution and fragmentation of the media industry. The Internet has created new ways to market, but the time-honored necessity of creating and driving audience interest endures.

Strategies such as search engine optimization (SEO) strategies and cross-media partnerships are critical components of successful newspaper Web site consumer-marketing efforts. This report contains eight case studies of successful Web-centric marketing initiatives from companies such as The Houston Chronicle, CyberTrader and Bakotopia.com.