AP president says future lies in customization

MYRTLE BEACH, S.C. - The demand for immediate news will drive the way newspapers reach consumers on a personalized level, Associated Press President and CEO Tom Curley said Friday.

"The content is getting sharper and deeper and in some cases having an edge and that leads to something that resonates with audiences," Curley said.

Speaking to the annual meeting of the South Carolina Press Association, Curley said it was an exciting and challenging time for the industry with the convergence of print and broadcast media.

Curley told newspaper executives from across state about "eAP" or "electronic AP," which will allow news organizations - including newspapers, the Internet and broadcast outlets - to customize the news for special interests.

Editors will be able to select from dozens of daily AP stories on a particular topic, such as medical, business and leisure sports.

Curley also urged newspapers to allow consumers to tailor their news through personal devices, such as cells phones and electronic organizers.

"If you know what the big stories are and when they're breaking, it's a pretty interesting phenomenon," Curley said. "Then if you can program to get the content that you want, it suggests that there will be changes in what the public gets from all of us."

The AP has added an Asia desk and is creating a supervisory desk for Europe and Africa to move international news faster.

If the premier of China visits France, the new structure will "make sure that the story is filed in a timely basis," Curley said.

Curley, former publisher of USA Today, replaced Lou Boccardi, who retired last year after 18 years as president.

"The public needs to know what it is we're doing on a daily basis," Curley said. "We have to make those connections so the public understands why we're there in a very personal way that illustrates the value of journalism and its impact on society over time."