Business Week has an article about newspapers buying ads and otherwise working ways to get more online attention for their coverage of the Virginia Tech murders.
Here's a small note for copy editors:
Experts also employ such techniques as teaching editors how to present stories in a way that works online, with simple headlines, says Marshall Simmonds, CEO of Define. Simmonds recalls one artful turn of phrase when he first arrived. "The headline said: 'Pilgrims converge upon the Vatican, the passing of a papacy,' " says Simmonds. "It should have read 'Pope John Paul II dies' " for online purposes. Traffic from search engines now accounts for 22% of Times traffic, vs. 14% two years ago.