Digital subscriptions and online advertising haven’t turned into the gold mine newspapers were hoping for when they made the transition from print to screen. But when you look at the history of the newspaper industry in this country, digital is relatively new, so they’re still working out the kinks.
What they need are some fresh ideas and the New York Times has that covered. Michael Zimbalist, head of the NYT’s research and development department, talked to Beet.TV about a new concept in ad targeting. It’s called “Sparking Stories” and it ties ads together with articles that are trending on Twitter.
Zimbalist says his team has learned a lot about demographics and the lifespan of a news article by watching it move through the Twittersphere.