Here’s a condensed version of the article. Do have a look at the original though, since its numerous examples give a good idea of the range of issues newspapers can be faced with online.

Lesson 1: blogs can backfire

A poor newspaper blog – E&P mentions the San Jose’s Mercury News ‘Reality TV’ blog – can backfire and turn readers away. Better to scrap it than prolong the embarrassment.

Depending on the newsroom culture, staffer blogs can also fail. "In the end, they don't really need the blogs because they can write every day in the newspaper," said Fort Worth (Texas) Star-Telegram managing editor, Kathy Vetter.

The same goes for reader blogs, which sometimes simply don’t grasp the attention of other readers.

Lesson 2: Technology can blow in your face

The example of the Denver Post is most illustrative: editors received numerous complaints after they set up an automatic page refresher for the website, thinking readers wanted the latest breaking news. Why? Because it erased crossword puzzles while users were working at them.

Other technology-related problems: stories breaking when they’re not supposed to, picture galleries placing user photos – say, a child’s birthday party - next to ‘inappropriate’ content, automated Google Ads publicizing inappropriate material, or keeping different media separated rather than linking them in a same story.

There will inevitably be some trial-and-error when experimenting with new digital features, but some mistakes can irremediably turn readers away.

Lesson 3: reader reactions can turn ugly

Fairly explanatory and straightforward.

“People say things in front of a computer screen they would never say to someone's face," said Mark Cardwell at the Denver Post.

There are numerous examples of abuse. This isn’t to discourage papers from offering commenting options, but they must in place sophisticated keyword filters, and always monitor the conversation when dealing with sensitive – or less sensitive - issues. In some worse cases, papers had to shut down their blog or website, or prohibit comments.

Lesson 4: not everyone wants to chat

Online chats don’t always work, although they’re becoming increasingly popular. They have to be properly marketed.

Lesson 5: there’s a limit to the ‘local’ craze

E&P mentions the failure of the Orlando Sentinel’s local search engine, which never took off. However, Internet users have changed their habits, and focus on local usually is an asset newspapers can use online.

Lesson 6: paid content models

The lesson is rather straightforward: making users pay for content online seldom works. Few US newspapers still try that anyway. Even The New York Times and Wall Street Journal are now considering the removal of their paywalls.

Lesson 7: print and online don’t work the same

A major print series or package doesn’t always necessitate much extra content online. Or rather, if you choose to include a full multimedia package, don’t forget interactivity. "You have to have something that is very interactive, or updatable," says Paul Block, senior online producer of the Times Union in Albany.

Lesson 8: choose podcasts and webcams wisely

Just as for online chats, sometimes good ideas simply don’t pick up. Not much to lose trying them, though.

Lesson 9: don’t get rid of obits

In 2004, the Miami Herald took links to obituaries off the homepage. This sparked enough complaints to have them quickly restored. Maybe that’s why the paper is now considering video obits?

Lesson 10: databases can hurt feelings

Gannett’s Local Information Center initiative has put much emphasis on local databases. Yet some ideas of databases can severely backfire. For example: publishing a database of state employee salaries (which wasn’t removed, considered as public record) or a database of gun owners.

Lesson 11: don’t split sales staff

Don’t sell your online and print ads separately. "Our percentage of online sales has increased year over year," said New York Times’ Vivian Schiller, calling the previous model a failure, after the Times combined its sales teams.

Lesson 12: Be prepared for too much traffic

“When The Drudge Report links to you, beware, say editors,” reported E&P. For one, too much traffic can make a server crash. This can be extremely damaging at a time when a paper must publish breaking news.

Source: Editor & Publisher