Adapting to new technologies by exploring video and other options the Internet presents is a given, but Madej said the key to attracting readers online is putting an emphasis on the coverage that has been lost because of the dwindling size of print editions.

The Detroit papers and the Ann Arbor News cover Michigan football and men’s basketball, but every other sport has been cut because of lack of space. The Ann Arbor News covered the Wolverines’ hockey team up until last year, but cut the hockey beat reporter position after a season in which Michigan went to the Frozen Four.

“You know, we have Big Ten champions that, other than (The Michigan Daily), don’t get covered at all,” Madej said. “There’s some great stories and human interest pieces on some of those teams.”

On the surface, it would seem that most people don’t care to read about a champion cross country runner or the volleyball team, but Madej sees it differently. These athletes are in the community, and readers will respond positively to a local touch, regardless of the sport. Of course, they’ll still want football coverage, but with unlimited space on the Internet, major papers could hang on to local readers by covering smaller, Olympic sports like wrestling, swimming and track.

Whatever the future holds for the local papers — less space in the print edition, tighter budget to cover sporting events, lower circulation or another bleak possibility yet to emerge — one thing is for sure: The Internet is going to be vital to the success, or failure, of each one.

It’s up to them whether or not they can figure out how to use it.