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- Reuters web content tracking deal with Attributor has revealed thirst for lifestyle and entertainments, the 'infotainment' stories:
Maria Molland, global head of strategy and business development: "We have been a little surprised they [online readers] are moving more toward fluff stories, infotainment, as a result we are putting a lot more editorial resources behind sport and lifestyle.
[That] is very different from those Reuters core elements - business, finance and hard news. That was one big shock. The second was understanding how photos are used in conjunction with text.
Our theory, and I think it has been backed up by Attributor, is that people are using photos and text in conjunction, so it´s becoming much more important to find out how we can create links between different types of stories".
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