The rare opportunity presented any Web site to become an industry leader and serve its readers better than ever before.

A one-time opportunity to dramatically increase Web-exclusive content and television convergence is here, but only some journalism companies will recognize the moment and take advantage. Those that act will become leaders in the industry and those that do nothing will quickly fall behind.

A trend is quietly affecting the relationship between newspapers and their Web sites. Until recently, news Web sites had to hire someone charged with wrangling the slightest enhancement from editors and their writers. Now that person’s time is spent deciding which podcast, audio slideshow or multimedia graphic gets done and which doesn’t fit in the schedule.

There’s been a switch. Instead of Web staff, it’s reporters and editors asking for more.

No one knows whether this shift is permanent, but everyone agrees it’s a tremendous, never-before-seen opportunity to tie the newsroom closer to its Web site and television partner. Such a close tie would result in an explosion of the Web-only and converged content that we all agree will sustain newspapers into the future: More breaking news, searchable information, photos, documents, extras and original multimedia reporting.

How can your newspaper capitalize on this moment?

Tomorrow's entry: Tactics for transferring ownership