The media industry globally is at a crossroads with varying expressions of future predictions. Some predict the end of traditional media and that newspapers are a dying breed. This is partly due to the fact that the readership can get up-to-date and to-the-minute news online, instead of waiting for a newspaper the next day reporting yesterday’s news.  Since the introduction of Web2.0 technologies, traditional media organizations have been struggling to find ways to improve their online content using Web2.0 technologies. The literature supports the idea that traditional media can find a solution in Web2.0. However, traditional media is struggling to find an appropriate online model for the payment of online content, which is mostly free of charge. This research project investigated the potential utilization of Web2.0 to create custom content that could add value to media organizations’ readerships. The opinions of experts in the field and of the readership was gathered and analyzed. It was found that journalists need to adapt in order to create the custom content that will add value to the readership and that greater power is now placed in the hand of the readership, as they can choose what and when they want to read the news. By giving journalists the proper training on how to apply the technologies of Web2.0, they will be better geared towards enhancing the product that the news organizations give to their readers. It was concluded that by adding value, it could be viable to start charging for online content.