Tony Lee, sales director of Norway's FAST, a company helping media companies transform their business online, presented FAST's product and strategies for newspapers at the annual Digital Media Round Table, part of the 61st World Newspaper Congress.

"You have to start with with your users," Tony Lee told the audience. He mentioned questions worth asking yourself: what task do I serve? Who are the key users? How do I build uniqueness? What is enabling content and services?

"Where, when and what are the users looking for?" Tony Lee asked. If you can make your content more findable, your users will be more contented." The right content end services improve your relationship with the user, said Lee. The search for audio, picture etc. must be more exact and relevant. Tony Lee shows us a site where the content is transforming depending on what the user is searching for. "It's really about exposing content and showing the user where to find the information." The content on New York Times site is created by the search company, and Lee thinks the Times' homepage has a very rich search and is dynamically built.

Lee isn't very impressed with Google's seach-page. "You don't want a list of results, that's not very user-friendly." Instead, ask the following questions: Can I find it? Can I find it near me? Can I compare it? Can I find a deal in it? Can I read what others think about it?