Trinity Mirror, owner of national and regional newspapers in the UK, will undergo a major revamp of its online presence by developing a host of community-centred regional websites.
The trial websites will have much more of a user generated content emphasis and to represent this they are built completely in Movable Type, software used primarily for blog building
One such test site is the Buckinghamshire Advertiser which contains sections for comment after every story.
"There's been a reliance on reproducing material out of the newspapers," Trinity Mirror editorial director Neil Benson told the Press Gazette.
"That was fine to get started and get you a web presence. But what's the point of duplication? We're starting to get a better understanding of how best to use different channels.
"We've got numerous examples now of several pages a week in small papers being filled by content that was originated on the web, so it's very much a two-way street.
"It's not just about taking print stories and putting them online."
Since the advent of the net, much advertising has migrated from regional newspapers putting a huge dent in profits.
In 2006, Trinity Mirror's revenues fell by £51.5 million to £1.03 billion.
