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'New York Times' Looks to Maximize Twitter's Potential

Magazine article Editor & Publisher

'New York Times' Looks to Maximize Twitter's Potential

Article excerpt

The New York Times has big plans for Twitter.

The venerable news organization is exploring plans to build search products which can sift through thousands of Twitter feeds and pull together commentary on specific narrow topics. According to Martin Nisenholtz, senior VP/digital operations for The New York Times Co., the company has built such a product for its popular fashion-themed blog The Moment which aggregates Twitter commentary from both editors and readers related to the high-end fashion world.

To date The Moment has built an audience of over 1.2 million followers on Twitter, due in part to the popular of the Times' tool. According to Nisenholtz, during a keynote address on Sept. 21 at the OMMA conference in New York, the Times has a unique opportunity to serve in prominent intermediary role on Twitter -- as part guide and part editor.

"If you go out and search Twitter, it doesn't work very well," he said. "It's very literal. …

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