Freshness is important for more than produce.

In the world of journalism, especially online, companies must constantly evaluate what they're doing and how they're doing it. Most importantly, they must be open to making changes.

For the past couple of months, we've been taking one of those hard looks at our Web site, www.auburnpub.com. We were searching for ways to make it easier to navigate and more pleasing to view. Our old site served us well, and it helped drive some strong growth, but in the recent past it had admittedly grown stale.

And that's just what we did. I'm sure plenty of jaws dropped on Monday when regular viewers of the site loaded up their browsers.

The new site offers a completely different look. Instead of a home page that gives the user sensory overload and requires them to scroll down for miles to get through, we've put together a package that is only slightly deeper than an average computer screen. But on that screen are easy-to-understand navigation tools that get you to your favorite features.

A big improvement in this site involves content. The site is no longer a mere reproduction of the stories that went into the print product. Far from it. We now have plenty of features that you'll find only at the Web site.

(It's also worth noting that there's plenty of content in the print product that does not make it to the Web site. Our goal is to get our online audience to check out the newspaper, and get newspaper-only folks to view the Web site.)

Some of those Web-only features include a dynamic multi-media section. In that area, you'll be able to view videos produced by our team of photojournalists. We also have a photo slideshow section, featuring both audio and non-audio galleries. There's a section for photos submitted by the community, with an easy-to-use tool that allows visitors to post their favorite images for all the world to see. We also have a section for nation/world videos produced by the Associated Press.

Another section exclusive to the Web site is our new blogging area. We've launched four new blogs, and have plans to add many more. We're also going to be looking for community blogs, so if you have one you'd like to pitch, we're ready to hear from you. Right now, our bloggers are posting entries and interacting with readers about topics ranging from Syracuse University sports to the world of young professionals in Cayuga County.

The feedback for the new look has been terrific. Even the criticism has been constructive, and I ask you to continue providing it.

Executive editor Jeremy Boyer's column appears Saturdays in The Citizen and he can be reached at 253-5311 ext. 231 or jeremy.boyer@lee.net