The AP's Seth Sutel writes Monday about statistics hitting the streets today that are showing pretty big numbers (that are not surprising, IMHO) as far as Web visitation of newspaper sites goes. And if the whole "it's all about me" thing hadn't hit you over the head yet, then the following quote should swing it.

[Executive vice president at Starcom Worldwide Andrew] Swinand did say afterward that he was still "bullish" on newspapers' online advertising potential, but added that newspapers should do more to personalize and localize their online content, in ways such as the social networking site MySpace does.

Just as I like to customize my "newspaper" experience in my RSS reader, I'd probably be one interested in doing the same on the newspaper sites I visit on their own merit. Just as the New York Times threw down a redesign of its presence a few days ago to better suit those with newer technology, we should expect the same of *what* news we're looking at.