• by Joe Mandese  @mp_joemandese, June 17, 2008

Brendan Monaghan, Director of Business Development at Washington Post/Newsweek Interactive is an agnostic kind of guy. When it comes to platforms for hyper targeting â€" ie. putting WaPo's content into the hands of others to distribute â€" he doesn't have a favorite â€" per se.

“In general, I don't feel like there is any one silver bullet,” he said during the afternoon session of OMMA Publishing, though he added that RSS is a primary means, and Washington Post Co. is experimenting a lot with Twitter.

As for widgets, he says, the publisher is doing a lot more with them, but still hasn't found the critical app that will transform the way content is hyper distributed.

But he coined a term to explain what he's going after:

“Seeing things like widgets 2.0 â€" if I can coin that term â€" that get people really engaged and rock with you.”