12.30pm (Moscow time) update: Yahoo! and Google promised to smooth their prickly relationships with news sites through "partnering" and "symbiotic relationships".
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11.00am: Jim Brady has seen the future of newspaper websites and it involves readers creating their own individual pages and letting them comment on every story published by his newspaper, the Washington Post.
The executive editor of the Washington Post website told the 13th World Editors Forum, running parallel to the World Newspaper Association's World Newspaper Congress in Moscow, that the paper was forming its own online community.
"We are creating individual reader pages on our website so readers can aggregate their comments and link to other readers that they have interacted with," Mr Brady said.
The new reader pages will also contain information about readers and list stories that they have read and topics they are interested in.
The website has also just launched a new service that allows readers to comment on every news and feature story on the site.
"We are doing comments on all articles," Mr Brady said.
"We have this desire to build communities, talk to them directly and start a conversation."
Most news stories are accompanied by links to other blogs on the same topics, Mr Brady said.
"We are building a very lively debating community around these topics."
Online blog topics include commuting, a very popular topic in Washington, the World Cup and a recent blog linked to a series in the paper on being a black man in America.
About 50 Washington Post journalists have video cameras. Journalists in Iraq filmed an ambush of soldiers in Iraq. In the paper, the ambush merited an eight paragragh story but the footage, which ran for about eight minutes, captivated online readers.
Another local reporter covering the story of a possible change to the state song of Virginia took a camera and filmed politicians in Virginia singing the proposed new state song.
Readers were invited to vote for the best singer in an online poll which proved very popular.
"A lot of what we can do with multimedia allows you to get a little bit behind the curtain of journalism," Mr Brady said.
"What we find is people are fascinated by journalism and how it is produced.
"We have gone as heavily into podcasting as we can."
The Washington Post website has about 30,000 downloads for its most popular podcasts and is now offering video podcasts. The paper has its own TV studios for journalists to record video podcasts, TV interviews and audio reports.
Mr Brady said that the website was run separately from the newspaper newsroom, but that it had the full support of the paper's editors.
"We now have all these different ways of telling a story. The hardest decision we have is which way to tell the story."
12pm (Moscow time) update: It is just not good enough to post your newspaper stories up on the web without changes, says the man who made his Norwegian newspaper the first paper available on Sony's Portable Play Station games console.
Esten O Saether, the new media editor of Norwegian paper Dagbladet, said the paper reaches 3,500 video game players with Sony Portable Play Station, on top of its 4.5 million readers of the Dagbladet website.
"The players can choose if they want to go on having fun with the games or reading our news. I know they prefer the game but as a modern media organisation we have to be in as many places as possible," Mr Saether said.
The paper has 3.8 online readers for each print copy, the highest in Norway, although it is losing paid print circulation.
Mr Saether was highly critical of newspaper websites that merely post up stories that have already been in the newspaper.
Additionally, the online edition is the most important news channel and the paper is not allowed to copy news articles from the website into the print edition.
"It's not good enough to use an old online article in print and our online reporters have to rewrite newspaper stories. That way we try to make a clear difference between online and print edition," Mr Saether said.
The paper and online service cooperate on all stories. As Mr Saether puts it: "We are hunting good news stories together.
"This reason is why the free generation is still reading our news online and in print when they have finished with their Portable Play Stations."
His advice to delegates at the World Editors Forum was as follows:
"Try to be a news portal, not a newspaper."
"We also give readers the opportunity to find more than traditional journalism each time they visit us. We want our online service to be closer to their daily needs."
The website offers net communities, a dating service, interactive play and a petitions section among others, all separately branded but with close links to the Dagbladet website.
The focus is on getting people on board who do not read traditional newspapers, for example by attracting children to the games offered by Dagbladet's website.
Mr Saether advised websites to embrace the culture of the net.
"You cannot conquer the net with newspaper culture," he said, adding that it was too closed and that the net needed open culture.
One way that Dagbladet did this was with articles that link up to 12 other sites. "And believe it or not, readers are coming back," says Mr Saether
The paper also listens to its readers.
"We monitor traffic of every article of every section, that way we always know what readers want."
12.30pm (Moscow time) update: Yahoo! says news on the net is just like an ice cream sundae. Meanwhile, in a potential world first, the man from Google appeared in a suit and tie.
Both promised to smooth their prickly relationships with news sites through "partnering" and "symbiotic relationships".
Neil Budde, the general manager of Yahoo! news, ran through his analogy about news on the web and apparently, its all about "partnering".
Mr Budde's thesis is that so much news is available on the net that even the best news stories become like vanilla ice cream: available everywhere, to all.
I was minded of my colleague Roy Greenslade's recent blog on the topic of red-top scoops losing their potency for the papers because everyone instantly follows them up.
Sitting right next to me, a delegate pointed out that when the Sun newspaper ran its famous scoop about Prince Harry wearing a Nazi armband, the paper's editor, Rebekah Wade, banned the image from the web to protect print sales but, of course, other websites ran the picture.
Anyway, back to Mr Budde, who contrasted the vanilla ice cream news provided by Yahoo! and Google with the best sort of news: chocolate sauce.
Chocolate sauce comes from famous brand names such as Le Monde, is often exclusive and is richer because it contains additional information and comes from a different perspective.
The whipped cream in the sundae as the online communities, the citzen journalists and social media.
"We are working to make sure that our vanilla is a much richer vanilla," Mr Budde said.
He meant by this that Yahoo! editors shape more content on the website. The site has been redesigned has added more unique content by sending journalists such as Kevin Sites to world troublespots to bring reporting to life.
Mr Budde's tone was very concialiatory but he almost unthinkingly revealed the attitude that gets so many news groups annoyed with his company and its rival Google.
"Yahoo! readers are looking for news from different sources and perspective and don't care which news brands the news comes from."
Nathan Stoll, the Google news product manager, was up next.
He promised to keep his remarks short "because I am sure that you will a have a lot of very interesting and direct questions".
Like Mr Budde, Mr Stoll said that Goolge News complements new services and adds value to readers and editors both.
The service, created in 2001 by Krishna Bharat, allows readers "personalisation", enabling them to programme their page to follow a topic over time and also find out if an important story is out there that lots of editors are writing about.
Mr Stoll, perhaps anticipating criticism to come, said he is often asked, "What is the voodoo math behind Google news?
"The truth is that I am a computer scientist," he said.
The whole thing is automated.
"What the math is based on is how many original articles are being reported by editors online all over the world. And of course it is time weighted."
Mr Stoll said that Google News is not targeted at everyone and that it tries to get people off its site and onto news websites as quickly as possible.
"We are really focussed on news enthusiasts, we are not trying to be all things to all people
He said that through his service, readers are "exposed to many additional topics and sites that they might not read".
He ended with a promise of change from Google.
"We want to be more transparent, we want our relationship with publishers to be complementary."
