To keep visitors, newspapers have to put fresh, exclusive content on their sites, she says.

While the term portal has been overused lately, some of the substitutes are even worse, the analyst notes.

"There's the term 'vertical portal,' which somebody actually referred to as a 'vortal' the other day."

Last month, Adauction.com relaunched its site as a vertical portal — a "vortal", in the latest Internet jargon — for media buyers, with online research tools and features such as news, industry gossip and discussion groups.

Wilton said her early vision for Hemscott.Net would involve building on existing business and developing customised vertical portals, or vortals, for specific business segments.