Gina Chen, in Save The Media, argues for the "hyperinterest" Web site to serve people what they want and need. First, though, she suggests two principles need to disappear:
1. Newspapers need to realize the mass audience is dead.
2. Newspapers need to realize the product of a newspaper Web site is not news.
Chen argues that people now group themselves according to interests, not geography, so a site that serves people with what they want (not necessarily based on where they live) offers greater value.
"Imagine if a newspaper’s Web site didn’t look like a news Web site at all. Instead, when you entered the site, you faced a question: What do you want to do?"
The site sells convenience of content on a small but wide scale virally spread by followers.