The #1 refrain I seem destined to repeat to news editors is to understand the difference between new media and print when creating content. Just like you wouldn’t convey the news on TV with a scrolling version or a newspaper, newspaper shouldn’t simply recreate the print experience for the second screen online.That’s why I was so excited to discover The Washington Post’s new app Topicly. Designed for mobile and tablet use, but just as useful for desktop users, the app lets readers view Post content is a highly visual format that’s organized by topic, but with significantly reduced text.

The app uses proprietary technology and algorithms, but Cory Haik, executive producer and senior editor of digital news at the Post, told AdWeek that the app does factor in social media sharing from across the Web and by Post journalists. Also, the app is just a skin — eventually readers clickthrough to the Post’s regular site where article reading counts against its newly-installed meter.It’s wise that the Post starting designing mobile- and tablet-optimized apps and pages since 30% of weekday traffic and more than 40% of weekend traffic to the Post’s website comes via mobile devices — and that number is likely to grow.But, I would recommend the Post use behavioral analytics to create personalized pages based on user preferences. A personalized visual presentation of content is sure to increase engagement. Unfortunately, research has shown that individual users are often too lazy to “design” their own homepages; that’s why Amazon does so well with their internal recommendation engine. (And I’m sure the Post’s new boss can share some of the proprietary technology behind that.)