Oct. 26, 2006

It's not enough to be "on the Web." Successful newspaper Websites must be "of the Web."

Jim Brady, executive editor of WashingtonPost.com, encouraged editors at Thursday morning's opening session to explore the many opportunities of online storytelling beyond just posting stories that ran in yesterday's newspaper.

Brady suggested concentrating on five areas.

1. Distribution

We no longer control the format, Brady said. Our audience demands that we deliver the news in whatever way is most convenient for them – RSS feeds from our Websites, podcasts, email newsletters or cell phone transmissions.

2. Audience targeting

The only way to build loyal online readership is by getting people to visit your site in the first place. Start a blog on gardening, county politics or a specific neighborhood to build a readership community, he said, adding "We've got as many fishing lines out as we can."

3. Storytelling options

Photo galleries, audio, interactive graphics and video are all ways to broaden the storytelling online. Fifty WashingtonPost.com reporters now carry video cameras. While some of videos aren't good enough to air, Brady was glad his reporter in Baghdad had a camera when the Humvee he was riding in was ambushed. Editors led the site with the video instead of the story, because it put viewers at the scene in a way written words couldn't.

4. Databases

Searchable databases have been successful in allowing viewers to sort information in a way that's useful for them. Brady's site last year launched a Congressional votes database that's searchable by votes taken, votes missed, topic, and even astrological sign. A database of the soldiers killed in the Iraq war is searchable by age and military branch, and it maps the hometowns of those killed.

5. Reader engagement

The Web affords the best opportunity for getting in contact with readers, Brady said. Blogs, comment fields on stories, and live discussions with reporters and newsmakers, are all ways readers can get involved. And they become complimentary to the printed product. A reader can read a story in the paper and go online to chat with the newsmaker, for instance. A recent online chat with Bob Woodward generated 563 questions in an hour, Brady said.

Other cool stuff you can do:

• Shoot video of sources being lined up for a photograph. "Readers are fascinated with what goes on behind the curtain," Brady said.

• Allow readers to click on a reporter's byline and send an email that carries a special flag in the reporter's inbox. Brady's staffers have learned they get better sources and story tips from people who've just read one of their stories.

• Set up an online form where readers can "Tell us what happened to you" after a news event that impacted lots of people, such as a storm.

• Give every reporter a homepage that lists his or her recent stories and contact information.

• Link to bloggers who link to your stories so readers can see what others are saying about the stories you wrote.

While Brady has an editorial staff of 80, many of their efforts are easy for a small staff to replicate, he said. He encouraged experimentation online, and cautioned that some experiments fail.

"The fear of jumping in is not unwarranted," Brady said, "but we have no choice."