ABSTRACT
The objectivity and authoritative tone of the traditional newspaper, so valued by editors, clearly is not preferred by online consumers. Indeed, these consumers may value just as highly the opinion or approach of a fellow online consumer. Newspapers, magazines, radio and television stations, and other traditional media are to succeed online, they must rethink the way they relate to their customers. The idea of relaxing traditional newsroom standards to accommodate the demands and expectations of the online media makes many older journalists uncomfortable. Layering and links make editing for the online media different. Layering makes it simple for readers to consume as little, or as much, as they want. Links provide access to incredible depth that far exceeds what newspapers or magazines can offer. The phenomenal growth of the web has fueled much speculation about the future of the existing media. Some even predict an eventual melding of television, radio, newspapers and magazines into a new information medium, or infomedium.
