This can be included as a pullout within columns of type, or a blurb at the end of the article. Go one step further and include at the end of any appropriate story a reference to additional information available on the Web. You'll constantly reinforce the existence and value to the reader of your Web site. Promote an online feature in every section front Require section editors to include a promotion or reference to an appropriate online feature every single day. Print URLs to specific content When referring to content available on the Web, when possible print a specific URL that links directly to the content, rather than a generic home page URL that will require the reader to navigate the site to find the referred information.
Columnists can publish their addresses and encourage letters.
Accept e-mail letters to the editor It seems obvious, yet many newspapers require that letters be sent by postal mail or fax. In the print edition of my local paper yesterday was a front page blurb encouraging readers to call the paper's audiotex service and leave a voice comment about a local school board controversy. There was not an option to send in comments by e-mail. These days, that's silly. Here's a simple way to promote your Web site to every person that you or your staff come into contact with.