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Three major newspapers, The Washington Post, The New York Sun and The Daily Oklahoman, recently started using an online contractor, Inform.com, to retrieve news, blog sites, and information links that will run alongside or within content on their own websites.
Links are provided in a box next to the original article, or readers can click a link within the story. The links provide information from outside sources - sometimes competitors - a practice rarely used in the past by newspapers, The New York Times reports.
“This lets us be a search engine,” says Kelly Dyer Fry, director of multimedia for Opubco Communications Group, which publishes the Oklahoman and its website, NewsOK.com. “We look at it like we just hired 30,000 journalists, because now we can give you our story and what the rest of the world is saying about it.”
Fry expects user viewing to increase because it will give readers an easier way to find stories. Currently, the site’s estimated 700,000 registered users view about 36 million pages online each month, with each user viewing three to five pages per visit. Fry is expecting the page viewing to increase by threefold.
“Newspaper sites have a lot of rich content, but they have trouble helping people see all that’s there on their sites,” said Greg Sterling, an online media analyst. “This creates many more opportunities for readers to drill down on a topic, and that means more opportunities for advertising revenue.”
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