Dramatic shifts in media usage behavior requires all publishers to transform systems and processes for disseminating content -- information and advertising -- across media channels.

It’s no surprise that the way consumers are using media has changed dramatically since the advent of the Internet. By and large, the newspaper industry has adapted to the “What I want, where I want it, when I want it” mantra, providing news content across a variety of different platforms—print, online, and now, mobile.

But as the Internet enters its second decade as a commercial medium, consumer demands continue changing. Along with providing news content for a variety of different platforms, publishers will also need to allow consumers to shape their own products, based on their interests. That doesn’t involve reformatting existing news stories, but allowing newspaper users to access content—both the newspaper’s own material and data from a wide range of other sources—and control how it’s presented to focus on just the information they want.

NAA has a new report to share with you titled, “Platform Neutral, Content-Focused: Building the Local Information Utility”

To read the entire report please click on the above link.