Magazine article Editor & Publisher

LATS Likes the Stats: Year-Old New-Media Division Is Growing

Magazine article Editor & Publisher

LATS Likes the Stats: Year-Old New-Media Division Is Growing

Article excerpt

`TIMESLINK' PRODUCTS APPEAR ON MORE THAN 200 SITES

Editor's Note: This story about Los Angeles Times Syndicate New Media was written several days before the announcement that its parent Times Mirror Co. was being sold to the Tribune Co. For more on how the deal might affect the two syndicates and two news services owned or co-owned by Tribune and Times Mirror, see Cover Story package.

In the online world, a lot can happen in one year. Since launching in early 1999, Los Angeles Times Syndicate New Media (LATSNM) has introduced about a dozen Web-oriented features and built a clientele of more than 200 sites -- including an increasing number outside the United States and outside the newspaper fold.

"When we first started marketing the `TimesLink' line of products, 80% of our sales were to newspaper Web sites," reported Steve Christensen, the syndicate's senior vice president for new media. "During the past four to six months, 80% of our sales were to nonmedia Web sites."

Tribune Media Services, Universal Press Syndicate, and other companies heavily into Web syndication also have made many sales to non-newspaper clients -- which are plentiful and often willing to pay higher rates.

"Media sites view syndicated material as an addition to content they already have," said Christensen. "Non-media sites are hungrier for content, so the value of syndicated content is higher to them."

He noted, by way of example, that a bank Web site filled with loan and account information might be interested in buying syndicated personal finance content that can attract visitors. …

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