by: Josh Sternberg | Digiday

Many newspapers look at digital-native publications like The Huffington Post and turn up their noses. After all, the traditional world of journalism can seem far away from a publication that publishes a story every 58 seconds and has mastered the dark arts of SEO.

But for the Los Angeles Times, struggling for years with a declining circulation and a tough ad climate, the choice was not to try to beat them but join them.