www.bonanza

Curley's goal is to share content with the public in a variety of ways, whether through the news paper itself, Internet, iPod, cell phone or another format. "We're very big into however you want to interact with us," he says.

The Daily News is adding more features using cell phones. Curley points to his mostly 20-something-aged staff members as examples: They don't have land-line phones; they don't wear watches because they can see the time on their cell phones; and their phones serve as their alarm clocks. "To me it would be irresponsible for us not to try to figure out how to get our content onto that cell phone," he says.

As a result, the paper provides cell-phone updates during high school football and Everblades games. People can get phone calls as frequently as every time the score changes or at the end of the game. Online users can arrange for wake-up calls, which can be customized to provide top headlines, weather, traffic information or more. "We believe the cell phone [medium] is huge, and we think it's one of the most important parts of this strategy," he says.

Waterman currently has four online producers, two salespeople and a full-time Web master. Norman says the company expects to double its online sales staff in the next 12 to 24 months and to add either more dedicated online producers or anchors/producers who contribute to both the on-air and

online efforts.

He understands that the environment is competitive, especially with a 24-hour news cycle. "The newspaper sites we look at as our strongest competition. They have more resources than we have to publish written stories," Norman says. "The competition has learned not to hold back on news stories."

Although they're all direct competitors for viewers' time, Warren says he still sees where each medium has its own strengths. While TV Web sites have a corner on the market in terms of video; naplesnews.com

and bonitanews.com are the market leaders with things like podcasts, audio reporting and video with stories; and he believes The News-Press is the market leader in breaking news, high school sports and community conversation.

"Our goal is to satisfy our customers, not to beat the other guy," he says. "If in the course of satisfying one of our customers we're beating the other guy, that's a nice by-product."