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Online News Consumers Become Own Editors

I love being part of making the news;
NEW YORK - J.D. Lasica used to visit 20 to 30 Web sites for his daily fix of news. Now, he's down to three — yet he consumes more news online than ever. Lasica is among a growing breed of information consumers who use the latest Internet technologies to completely bypass the home pages of news sites and jump directly to articles that interest them.

He can scan some 200 Web journals and traditional news sites — all without actually going out and visiting them.

Online news consumers are increasingly taking charge, getting their news a la carte from a variety of outlets. Rarely do they depend on a single news organization's vision of the day's top stories.

"The old idea of surfers coming to your Web site and coming to your front door, that's going away," said Lasica, a former editor at The Sacramento Bee. "People are going to come in through the side window, through the basement, through the attic, anyway they want to."
There is a lesson here for many of the non-profits out there that are not doing RSS yet. Get your message out by thinking outside the box, or risk losing readers who are no longer even looking for you.

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