By Brian Hamman — University of Missouri

"Ask. Learn. Do. Repeat."

That was the advice of Rusty Coats of Mori Research, a panelist for the ONA session, "Big Brother: Know Your Audience or Lose Your Audience," a discussion on how to turn data and research into action and results.

On the panel with Coats were Linda Fisk, vice president of audience development and management at Belo Interactive; and Chris Hendricks, vice president for interactive media at McClatchy Co. Fred Mann, general manager of Philly.com, moderated the discussion.

The panelists presented several examples of how news sites have acted on their data to grow audience and, in turn, advertising revenue.

"We know a lot more than we think we know," Fisk said. "We're tracking a lot more than we think we're tracking."

A key way to respond to the audience is day-parting, or offering different editions to reflect how viewers' use of a news site changes throughout the day. Coats said news sites already dominate the morning hours when viewers want news, but need to adjust their content to target an evening audience more interested in entertainment and shopping.

He highlighted AZcentral.com, which sells evening advertising for 300 percent the cost of daytime rates because it offers entertainment content that draws a niche audience.

Fisk described the research and analysis that led Belo Interactive to offer a twilight edition featuring prominent entertainment and lifestyle content. Belo's targeted audience was women, who the company had found to be its most effective revenue stream.

In addition to day-parting, the panelists offered several suggestions for news Web sites, such as the prominent display of weather and breaking news, and making a site easily searchable.

However, to offer more relevant content, news sites need to build a relationship with viewers by encouraging interaction, the panelists said.

McClatchy Co. was able to grow its audience quickly by offering unique content that encouraged readers to register and even pay for subscriptions, Hendricks said.

Hendricks pointed to SacTicket.com, an entertainment- and weekend-focused Web site of the Sacramento Bee, and other related special content sections that demand higher advertising rates because they target niche audiences.

McClatchy also uses registration to partition content and selectively charge viewers based on their use of a site, and characteristics such as geographic location. Hendricks is testing a system of charging viewers who do not live locally and will not benefit advertisers.

"If you are not asking them to pay, then you are essentially paying them to visit your site," said Hendricks.

All panelists agreed that whatever changes an online news site makes need to be complimented with an advertising campaign and attention to viewers.

"Users will use you for the reasons you tell them to use you," Hendricks said.