Building the right digital news site for a community can be like buying a suit — bespoke is always going to fit better than off the rack. Giles Morris, the editor of Charlottesville, Va.’s C-Ville, one of two alternative newsweeklies in the market, kept this in mind with the recent relaunch of the paper’s website.

Home to the University of Virginia, Charlottesville is not normally a breaking news kind of town. “We don’t have enough captivating news throughout the week to make people come back four and five times a day,” Morris said.

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