1. Don't try to be a mainstream news provider
2. Don't compromise on quality: journalism is a craft not a commodity.
3. Scale! Be willing to promote your content, to make sure it interrupts the interruptions. Don't be foolishly purist and expect you can just build it and they will come.
4. Recognized that you need an engine to drive it.
5. Don't forget why you are doing it. You are creating your own "walled garden" which people have to enjoy. Enjoyment has been proven to enhance not impede information processing.
6. Make it sticky: link a lot; balance stock and flow; create series and sequence; build loops.
7. Don't forget why you are doing it: who is the brand custodian and where is the brand conscience?
8. Personalize. And use higher cost content as a reward for loyalty.
from the book Ogilvy on Advertising in the Digital Age by Young Miles