Bennett Zucker posted a summary and some comments about yesterday's Marketing Conference digital media track session, "Personalization of Your Web Site."
"The panel discussed how technology and the trust of the community in the local news brand can combine to give consumers the opportunity to contribute to the creation of their online news sources and to dictate how they would consume its content," Bennett wrote.
"We're at a critical moment, all agreed, where our ability to create the platform for community conversations can determine the future of newspapers. Online newspapers aren't burdened by "trees and trucks," said Morgan. Therefore, every newspaper manager must empower its online division to experiment, test and try. It costs little or nothing, so why not use a percentage of your home page views for testing every month? It's what you need to succeed."
Zucker is VP, Publisher Media Exchange for Right Media.