Tribal Knowledge, by John Moore
The Economist: Seeding Content via Blogs

Newspaper Widgets

Newspaper_stackNewspapers continue to see subscriber and advertising bases shrink but some are experimenting with news content distribution models.  This AP story was picked up by my local paper (The Indianapolis Star) today and is evidence that The New York Times, The Wall Street Journal and The Washington Post are just three examples of papers that "get it" when it comes to widgets.

A critic could argue that there's no clear way to monetize this sort of model.  The optimist in me sees that these papers aren't content to sit on the sidelines and watch as their brands become even more marginalized.  So what if they can't make money right away?  As the article notes, at least they're getting their content in front of a much younger crowd, often the audience segment they're least likely to reach in print.

The irony in all this is that my local paper runs the story but offers no widgets for their own content distribution.  I'd like to feature a widget from The Indianapolis Star to give my blog a bit of a local feel to it but there are none to choose from.  OK, I'll bite...  I'm going to leave a comment about this on the Star's website to see if they respond...

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