Newspapers must look beyond SEO and Twitter to survive »

“Today consumers’ new distribution model is based on conversations. The only way the newspaper industry will survive is for it to focus on leading and facilitating these conversations.”

Interesting point in here; that actually, when transferring to the web, print shouldn’t become obsessed with SEO but realise that they have a level of inbuilt ‘trust’ in their brand coming from a physical medium that native online may not. This means they can drive conversation and become part of a key point of relevant discussions online far more easily and effectively, and in doing that become ‘must visit’ destinations. That’s what NME.com did so well, dominating music news despite generally being far from first to break any stories not fed through them in the first place.