Mr Narisetti's presentation provided several approaches for increasing audiences in an increasingly fragmented media world. These included:

- Making the most of your unique content and brand. "The challenge is, how do you compete against the Huffington Post, that doesn't have 630 journalists, that doesn't have to cover traffic and snow? The answer is, you have to fall back on your brand, fall back on your content. Our brands are really strong – we have to capitalize on that."

- Adopting a growth strategy that uses new venues where your content can be found and taking advantage of search. This means investing in blogging and social media.

- Understand metrics. The Washington Post distributed no reports of online traffic to editorial staff in 2009, but a year later – after integrating their newsrooms – 120 staffers were receiving 25 reports to help them understand what the on-line audience was choosing. These include three hourly traffic reports, a midday performance chart, and 12 tracking reports against pre-set goals.  

Above all, Mr Narisetti recommends a clear strategy "that serves as a guide for resource allocation, topic coverage, marketing, content showcasing and brand identity.