The best newspaper Web sites' five common traits

Five traits define the best daily newspaper Web sites. When the five traits discussed below are present on newspaper Web sites, readership numbers increase by substantial amounts. With the end of print as the primary format for newspapers arriving soon, publications wishing to survive must present an innovative product online that incorporates both in-depth content and several opportunities for readers to participate in the news gathering and discussion process.

Many newspaper editors and reporters follow Scooping the News on Twitter. We hope they incorporate the five traits discussed below, if they're not already doing so, on their Web sites. The newspapers performing the best in our monthly power rankings, which measure readership stability and growth, incorporate these five key traits. Scooping the News previously commented on five ways newspaper Web sites must change. Now we show how to make those changes.

1. Newspaper Web sites must be easy to navigate. If readers cannot easily identify and locate the stories and features that interest them, they will spend little time on the Web site and will seek out other online news sources. The Web sites of two daily newspapers -- USA Today and Miami Herald -- demonstrate how a good presentation improves the overall product.

2. Newspaper Web sites must have easily accessible archives. First, newspapers must give their archives a prominent location on their main page. Second, newspapers must provide user friendly search options that enable readers to track down the stories and information they need and want. The Washington Post and The New York Times excel in this area.

3. Newspaper Web sites must have a strong reader presence. The Internet gives the public the ability to join conversations. Readers are no longer limited to letters to the editor. They can participate in discussions taking place online. While the Lexington Herald-Leader needs a new design for its Web site, at least the newspaper gave a reader his own blog.

4. Newspaper Web sites must have in-depth reporting. Although presentation is a key part of how well newspaper Web sites perform in terms of attracting and keeping readers, providing content that showcases in-depth reporting and strong writing is just as important. The Wall Street Journal does exactly this, and people are willing to pay for access to its site.

5. Newspaper Web sites must cover the news around the clock. Breaking news is a key element of any newspaper Web site that even hopes to compete with the top online news sources such as msnbc and CNN.com. Breaking news must be visible near the top of the site's main page and such stories must be regularly updated. Readers expect the latest news immediately.