As people increasingly turn to the internet as their main source of news, TV new stations are grappling with many of the same problems as newspapers. Jacques Natz, director of digital media content at Hearst Television, shared a few tips at WAN-IFRA's Summer University 2011 to help media stay relevant and financially solvent.

Natz explained that the best way to adapt is to deliver news immediately and interact with viewers. Consumers are no longer turning to morning papers or late night news shows to stay informed. 61% of Americans obtain their news online, and the traditional model of reporting a news story received at 10 AM on the news at 6 PM (and posting the story online a half hour after that) makes no sense today.

Natz noted that web usage is highest during work hours. If stories are not immediately posted, the work viewership is lost. Beyond timing, breaking news should always be accompanied with video and photo content as soon as possible in order to monetize the story. Video content is an important component because it makes more advertising money than text, even if it receives less views. Another technique Hearst Media employs to up page views is to add photo slide shows. Natz claims that readers will look at as many pictures as are contained in the slide show, regardless of length.

Progressive reporting is another useful way to cover the news. It appeals to the appetite for immediacy while opening up possibilities for high traffic and interaction with readers. Natz cites the live blog currently covering the Casey Anthony case, which attracts a million page views a day. It includes a live video stream and a Facebook page to engage readers. However, Natz cautions that Facebook is not the place for advertisement. Facebook users appreciate forums to discuss current events, and will follow and share links, but they do not appreciate marketing. Publishers might, however, consider polling users for their input on a story.

Finally, Natz explains how Hearst Television harnesses user generated content to supplement the news coverage. Hearst has a tool called uLocal, which allows users to upload pictures and videos. Over 750,000 people have signed up to upload their own videos and photos. The content is then used to cover everything from breaking news to weather. Natz adds that weather would be an interesting field for newspapers to promote, as Hearst sites receives one third of its traffic from weather news alone.

Besides user generated content, Hearst uses email to push content. Subscribers sign up for breaking news updates, which provides another channel of distribution for the company. They receive as much as 6% of referrals from the email system, which is comparable to the percentage of readers referred from Facebook.

Whether in TV or newspapers, breaking news online quickly is crucial to stay relevant. There are opportunities to profit online by maximizing page views and adding video content. Hearst Television is taking advantage of all opportunities and offers newspapers this advice: break news stories during work hours and give readers multiple platforms to engage with the content. News will survive if it adapts to become interactive and immediate.