Finding the right content is more than just a matter of search, after all we can search for what we know we want not what we don’t know. That’s why recommendation engines are the next frontier – bring me what I don’t know I want.

As an award-winning journalist with 14 years in media, I have demonstrated the effectiveness of creating an engaging community platform through which news media can be accessed by users. But the community platform is not a primary news content tool. instead, it is a tool for community engagement. And that requires speed and ease of use.

Favebook, YouTube, twitter and other community platforms understand the value in both speed and user-friendliness. They also recognize that community is the most valued commodity online. I might argue that speed is the intangible arbiter that plays a major role in the success or failure of any site.

Yes, content is important for news media. But newspapers and mags have already created systems for flowing quality news content from pages to the Web. They definitely need to concentrate on improving speed, community connections and audience engagement. That will require investment.

Unfortunately, there’s no one in those closed door board rooms with the creative vision necessary to close the gap that’s occurring as the fast-paced Internet entrepreneurs crank up the development to warp speed.

At least large-scale media, like the New York Times, do get it and are doing something about it.