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Pedro Gonçalves

Flurry: U.S. App Audience Now Roughly Equal To Internet Users On Laptops & Desktops | T... - 0 views

  • During “primetime,” which for apps also includes those “after-work” hours of around 7 to 10 p.m., app usage among the top 250 iOS and Android applications spikes to a peak of 52 million consumers, the company found.
  • App usage tends to drop off overnight, and weekends see higher daytime app usage through the day (9-5). During the normal workday, people use apps at least 75 percent as much as on weekends
  • reaching the key 18 to 49-year-old demographic using traditional media will become increasingly difficult as they turn towards digital media more. Flurry cited a report from Morgan Stanley, which showed that there has been a 50 percent decline in TV audience ratings since 2002
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  • a couple of important things about the app audience: first that it has reached critical mass, and second that it is still highly fragmented relative to more traditional forms of media
  • During February, for example, Flurry saw 224 million monthly actives using mobile apps in the U.S. That same month, comScore reported 221 million desktop and laptop users of the top 50 U.S. digital properties.
  • though the app audience is fragmented, it’s roughly equal to the (non-mobile) online audience in the U.S. today.
Pedro Gonçalves

Why Facebook Pages Are Seeing Lower Organic Reach, And What They Can Do About It - AllF... - 0 views

  • Facebook’s algorithm uses a number of factors to establish which posts should be shown to users. Previously called EdgeRank, the algorithm now has more than 1,000 contributing factors, but it still focuses on three main influences: affinity, weight, and Time.
  • Affinity is defined by a user’s relationship with the person or page that created the specific Facebook object — essentially how much the user interacts with that person or page.
  • Time, the last major factor, takes into account how recent the action occurred, which, in Facebook vernacular, is called time decay.
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  • Weight is determined by the object type — for instance whether it is a photo, video, or link.
  • Despite the drop in organic reach, Sandmann stressed that the news is not all bad for page admins, as the users who do see their posts are the ones who are most likely to engage with them:
  • There are a multitude of other factors that Facebook uses, such as how many of the user’s friends have interacted with the post or object, how popular the post is overall on Facebook, etc.
  • Despite the drop in organic reach many pages are seeing an increase in engagement on their pages and page posts. How can that be? Facebook’s algorithm is getting smarter. The small percentage of fans who do see a page’s posts are the fans who are most likely to engage with the post.
  • The update is essentially a double-edged sword: Although pages are reaching a smaller audience, they are reaching a more engaged audience and building a core group of engaged users.
  • First, create amazing content. Think about your audience and what they will find value in. Create content that entertains, informs, or otherwise engages your audience. This is a critical piece in boosting engagement and visibility on Facebook. Second, advertising on Facebook will be necessary to boost visibility on posts, attract more fans, and increase engagement. Clearly, Facebook is using these updates to also push page admins into buying Facebook advertising to increase page visibility. This will be a pain point for many marketers, but we can no longer think of Facebook as a free advertising platform.
  • Third, focus on building a core group of supporters. You shouldn’t focus on building up your page fans to have a high number of fans; be strategic in building a fan base. Fans who are not engaging with your page do not benefit your marketing goals or your page’s performance, and they may hurt page visibility.
  • Stay away from running like contests or giveaways that are not directly related to your business. You may gain a lot of fans, but they are there for the wrong reasons. Think of your page as a community, and target users who will find value in what your page has to offer and contribute to the community. The more engaged your audience is, the more visibility you will gain.
Pedro Gonçalves

Twitter Is About To Officially Launch Retargeted Ads [Update: Confirmed] | TechCrunch - 0 views

  • Twitter has confirmed our scoop with the announcement of Tailored Audiences - its name for retargeted ads. Available globally to all advertisers via a slew of adtech startup partners, advertisers will be able to target recent visitors to their websites with retargeted Promoted Tweets and Promoted Accounts.
  • Twitter’s users are on mobile. Seventy percent of its ad revenue already comes from the small screens, and it likely follows that a majority of engagement is on mobile, too.
  • retargeting happens like this. You visit a website, say a travel booking site, and look at a page for buying a flight to Hawaii. You chicken out at the last minute, don’t buy, and navigate away, but the site has dropped a cookie for that Hawaii flight page on your browser. Then, when you visit other sites or social networks that run retargeted ads, they detect that cookie, and the travel site can show you an ad saying “It’s cold in SF. Wouldn’t a vacation to Hawaii be nice?” to try to get you to pull the trigger and buy the flight it knows you were already interested in. But without cookies on mobile, you can’t retarget there… …unless you can tie the identity of a mobile user to what they do on the computer. And Twitter can. It’s one of the few hugely popular services that individuals access from multiple types of devices.
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  • Essentially, when you log into your account on your full-size computer, Twitter will analyze the cookies in your browser to see where you’ve been on the non-mobile web. Then, when you log in to that same account on mobile, it can still use your web cookies to hit you with retargeted ads.
  • mobile phones don’t have the ability to set cookies so you can’t do retargeting.
  • Facebook only recently began allowing retargeted ads on mobile, and only through a “custom audiences” targeting program separate from FBX.
  • Lucky for Twitter, most of what people do on it is public, so it doesn’t spark the same privacy concerns as Facebook. Twitter also offers an opt-out of retargeting under Promoted Content on its Security And Privacy settings page. Plus it honors Do Not Track for users that enable it in their browsers.
  • It’s also recently opened up keyword targeting so advertisers can reach people who’ve tweeted certain words. Between keyword targeting and cookie retargeting, Twitter is breaking out of the demand generation and into the lucrative demand fulfillment part of the advertising funnel where Google’s search ad business lives. Advertisers are willing to pay top dollar if you can deliver them someone ready to buy their product. And there’s no better sign of someone’s intent to buy than having recently visited a site and almost made the purchase already. Cookies could be very tasty for Twitter.
Pedro Gonçalves

How Game Mechanics Will Solve Global Warming - 0 views

  • now, a new decade is upon us - the decade of games. These are not children's games, however. These are games that could change the world.
  • how game mechanics would solve global warming.
  • "The last decade was the decade of social. The framework for the social layer is now built," declared Priebatsch. "It's called Facebook."
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  • With that battle won (at least according to Priebatsch), the next battle is over gaming. But we're not talking about simple video games and the like - we're talking about a "game layer on top of the world."
  • "The game layer is he next decade of human technological interaction," he explained. "Unlike the social layer, which trafficked in connections, the game layer traffics in influence. The game layer seeks to act on individual motivation - where we go, how we do it and why we do it."
  • Priebatsch says that the game layer could be 10 times as large as the social layer and that, used correctly, could help to solve the world's problems.
  • To prove his point, he then ended the session with a game - a massive game involving the entire several hundred member audience. As each person entered the room, they were given anywhere from one to three cards with different colors on each side. Each card had one of three colors on each side and were handed out randomly. To win the game, each row of the audience had to self organize to show only one color by trading with the audience members around them. That is, the entire room had to move from chaos to order, with each row only showing one color, within 180 seconds. If they did this, he said, SCVNGR would donate $10,000 to the National Wildlife Federation. One minute after he started the clock, he stopped it. The audience had self-organized, despite a variety of problems, in just one minute.
  • Priebatsch compared the various rules and problems faced by its players into ones the world population might face in solving global issues. There was a lack of communication, there were micro-trading issues, different allocations of resources from player to player, restricted movement decentralized leadership, and even different "countries," as aisles served as "oceans" between the rows. The audience did, however, have two things to work with - a countdown and a common goal. Despite these various factors, and through the proper motivation, a large problem was solved quickly through applied game mechanics.
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    now, a new decade is upon us - the decade of games. These are not children's games, however. These are games that could change the world.
Pedro Gonçalves

Tumblr's Teenaged, Double-Edged Sword | TechCrunch - 0 views

  • Tumblr blogs tend to lack the glossy, professional, high-minded design of other social networking sites, including the behemoth that is Facebook and the SMS-inspired Twitter. If anything, these teenaged Tumblrs harken back to earlier web days where users built their own pages on AngelFire and Geocities, with atrocious backgrounds, upgraded cursors, and dancing GIF images galore. GIFs, in fact, are so hugely popular on Tumblr that the company even began experimenting with GIF-based ads.
  • According to Pew Internet’s study from earlier this year, 13 percent of Internet users ages 18-29 use Tumblr, while only 5 percent of those 30-49 do, 3 percent of those 50-64
  • Demographic data from Quantcast further drives home just how youthful a site Tumblr has become. 21 percent of its audience is under 18, 30 percent is 18 to 24, and 22 percent is 25 to 34
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  • Site users don’t tend to have kids of their own, make somewhere between $0 and $50,000 (66 percent do), have either no college (41 percent) or college backgrounds (48 percent), and tend to reflect a more ethnically diverse makeup.
  • Ten out of the ten top Hollywood studios advertise on Tumblr now
  • the U.S. is Tumblr’s top traffic source.
  • Tumblr’s future, for now, seems to be closely tied to its young adult demographic, their whims, and perhaps even their historical aversion to online ads. This audience has grown up connected, is often skeptical and cynical when it comes to brand advertising
  • It’s not an easy group to reach, which makes Tumblr’s revenue potential tricky to pin down. Too much or the wrong kind of advertising, and a fickle teen audience may find a new home elsewhere. Though Tumblr is now home to over 100 million blogs, if a good chunk belong to teens, it’s difficult to count that as serious traction –  today’s teens are less committed to their digital creations than adults, having already invented methods like “whitewalling” and “super-logoff” to erase and hide their Facebook pages, and are now turning to “ephemeral” messaging apps like Snapchat, which delete their communications upon viewing.
  • Tumblr will need to be careful with the results of those advertisers’ efforts. Overdone marketing messages could sour Tumblr’s most engaged users on their online hangout. Done well, however, Tumblr could endear itself to its reblog-happy user base even more, connecting aspirational imagery and content with those who are still young enough to dream they can spend their way into new feelings.
Pedro Gonçalves

YouTube Blog: Follow the audience... - 0 views

  • YouTube hit an incredible milestone of 1 billion unique monthly visitors, connecting 15 percent of the planet to the videos they love. And those global fan communities are watching more than 6 billion hours of video each month on YouTube; almost an hour a month for every person on Earth and 50 percent more this year than last.
  • one of the most valuable consumer groups--Generation C. This audience is defined by its desire to be constantly connected, and at the center of creating and curating content for social communities.
  • on YouTube, it isn’t just about rallying behind one show; it is about reaching the passionate fan communities of Gen C, an audience that influences more than $500 billion in annual consumer spending
Pedro Gonçalves

The Four Truths of the Storyteller - Harvard Business Review - 0 views

  • Storytelling plays a similar role today. It is one of the world’s most powerful tools for achieving astonishing results
  • a force for turning dreams into goals and then into results
  • Authenticity, as noted above, is a crucial quality of the storyteller. He must be congruent with his story—his tongue, feet, and wallet must move in the same direction
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  • the great storyteller takes time to understand what his listeners know about, care about, and want to hear. Then he crafts the essential elements of the story so that they elegantly resonate with those needs, starting where the listeners are and bringing them along on a satisfying emotional journey.
  • a great story is never fully predictable through foresight—but it’s projectable through hindsight.
  • LMU’s Teri Schwartz picked up on Hodge’s idea: “Make the ‘I’ in your story become ‘we,’ so the whole tribe or community can come together and unite behind your experience and the idea it embodies.”
    • Pedro Gonçalves
       
      And HOW exactly does the writer know this?
  • The context of the telling is always a part of the story
  • Great storytellers prepare obsessively
  • At the same time, the great storyteller is flexible enough to drop the script and improvise when the situation calls for it. Actually, intensive preparation and improvising are two sides of the same coin. If you know your story well, you can riff on it without losing the thread or the focus.
  • Most of the throng changed from true believers to thoughtful skeptics in just a few moments.
  • Orchestrate emotional responses effectively, and you actually transfer proprietorship of the story to the listener, making him an advocate who will power the viral marketing of your message.
  • the job of the teller is to capture his mission in a story that evokes powerful emotions and thereby wins the assent and support of his listeners
  • This explains the passion that great storytellers exude. They infuse their stories with meaning because they really believe in the mission
  • When truth to the mission conflicts with truth to the audience, truth to the mission should win out
  • At the end of the day, words and ideas presented in a way that engages listeners’ emotions are what carry stories
  • it isn’t special effects or the 0’s and 1’s of the digital revolution that matter most—it’s the oohs and aahs that the storyteller evokes from an audience
  • Colin Callender, president of HBO Films, noted that several of HBO’s most acclaimed productions are ones that audience pretesting marked as losers.
  • the ability to articulate your story or that of your company is crucial in almost every phase of enterprise management. It works all along the business food chain: A great salesperson knows how to tell a story in which the product is the hero. A successful line manager can rally the team to extraordinary efforts through a story that shows how short-term sacrifice leads to long-term success. An effective CEO uses an emotional narrative about the company’s mission to attract investors and partners, to set lofty goals, and to inspire employees.
Pedro Gonçalves

Instagram-Omnicom Deal Signals the Future of Digital Advertising | Adweek - 0 views

  • the partnership is a very public acknowledgement of the industry’s faith behind investing in a more visual, native approach to advertising in response to the emergence of the Visual Web.
  • While Instagram may have been one of the first to lay the groundwork for purely visual content, it is not alone. Every day, more publishers—including Time, Fox News and NBC News—are redesigning their sites in a visual-centric manner and de-emphasizing text. The escalating adoption of mobile has necessitated the change. Images are the way today’s tech-savvy consumers prefer to consume content.
  • Brands will now create and design ads with the clear objective of having this branded content be shared exponentially.
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  • Instagram may be great for some brands, but not a fit for others, as its audience is largely young and female. Over 90 percent of the 150 million people on Instagram are under the age of 35. And of Instagram's 150 million monthly active users, more than 60 percent live outside of the United States. Omnicom and Instagram must also be careful not to oversaturate the audience with ads or the audience will flee. On a site that is largely based on photo sharing, with no firm editorial context, it will be a challenge to ensure the ads fit into the context of the user’s feed and be relevant. Even if it is beautiful and not disruptive, if it is not providing value, it will not be effective.
Pedro Gonçalves

A Top LinkedIn Exec On Why Content Marketing Matters More Than Ever | Fast Company | Bu... - 0 views

  • Today the brand “voice” takes a front seat, while the hard sell takes a step back, and artfully communicating to your audience is critical in a feed-based advertising landscape that is here to stay.
  • In 2012, content marketing was the leading tactic for 18.9% of marketers worldwide. In 2013, that percentage has grown to 34.8%.
  • Don’t Just Sell, Add Value Offer useful content that will earn you credibility with your desired audience
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  • Ask Them What They Want to Hear
  • Be Human Find ways to incentivize without blatant self-promotion and don’t shy away from humor.
Pedro Gonçalves

The Best Times to Post on Facebook | Social Media Today - 0 views

  • a Facebook post receives half of its reach within 30 minutes
  • Smartphone owners tend to reach for their phones around meal times and 86 percent of mobile internet users report using their device while watching TV
  • Weekends and weekdays, between 5:00-8:00pm, aren’t necessarily the optimal time to post because of newsfeed competition. During these hours, you’re likely to compete with your fans’ hundreds of friends and the other brands they follow.
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  • our posts receive the most engagement during off-peak hours when less overall posting is going on. Try to find your engagement sweet spot by determining the intersection of time when the majority of your audience is on Facebook and the time when the least overall posting is occurring.
  • When is a good time to post on Facebook?√ Early morning
  • Between work and dinner
  • Bedtime
  • The best time to post on Facebook is when your audience will see it
Pedro Gonçalves

Mobile Apps Are the New Network TV, Without the Ad Dollars - 0 views

  • audience for mobile apps has hit 58 million in primetime — 8 p.m.
  • The IAB estimates that the U.S. mobile ad market brought in $3.4 billion in 2012. The IAB didn't break out revenues for apps vs. the mobile web, but Flurry has estimated that 80% of mobile activity occurs on apps
  • Kantar Media calculated that TV advertising accounted for $74 billion in ad revenues in 2012. Even if apps generated 100% of mobile ad revenues, the market would still be just 4.5% that of TV.
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  • there are now more monthly users of mobile apps than there are for desktop computers and laptops. Yet the the desktop ad market is still 10 times the size of the mobile ad market in revenues
  • To execute a mobile ad buy, you have to choose between various networks and exchanges and real-time bidding platforms. The ads themselves are also different since they're often designed to prompt users to take action relatively quickly, which mean fewer branding ads and more direct-response executions. To ensure that the ads are effective, it helps to tailor to them to individual users' demographics and geographic location. To make things even more complicated, while on desktop, there are basically two operating systems, in mobile there are at least 10, Becker says and "hundreds of browsers and screen sizes."
  • eMarketer predicts that TV will continue to grow — and outpace digital advertising — through 2017.
  • TV ratings are down — Morgan Stanley analyst Benjamin Swinburne recently found that they fell 50% over the past decade — TV is still the last place where you can find 5 million or more people tuned in at the same time to an ad. You may be able to get in front of 5 million people on Facebook, but if you use a display ad, only about one in 1,000 people will click on it.
  • bigger advertisers are jumping into mobile — Mondelez (nee Kraft) pledged last year to put 10% of its ad budget into the segment
Pedro Gonçalves

Facebook Served 39 Percent More Ad Impressions in Q1 | Adweek - 0 views

  • at the social network served up 39 percent more ad impressions in the most recent period than Q1 2012.
  • That impression increase likely has as much to do with Facebook's daily active user base growing by 26 percent year-over-year to 665 million people as it does any efforts to further boost its advertising revenue—up 43 percent year-over-year to $1.25 billion
  • Facebook’s mobile monthly active user base climb 54 percent to 751 million people (including 189 million people who only check Facebook from their mobile devices, up 128 percent year-over-year), but once again mobile jumped as a percentage of Facebook’s ad revenue, having gone from 0 percent in Q1 2012 to 14 percent in Q3 to 23 percent in Q4 to 30 percent in Q1 2013. Desktop ad revenue "stayed flat," Ebersman said, before qualifying the stagnation. "Flat desktop revenue does not reflect a particular trend relative to desktop demand. Instead, more inventory is being shown on mobile because that’s where people are spending more time," he said.
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  • More targeting options should quicken the growth in how much each ad costs, given that typically the more targeted an ad is, the higher its price. In the first quarter, the average price per ad ticked up by 3 percent
  • . Since last summer Facebook has most notably rolled out Custom Audiences and Partner Categories as ways for advertisers to be able to target users based on marketers’ customer databases and people’s offline purchase behavior. Sandberg said the first quarter saw more than twice as many marketers using Custom Audiences as used it in fourth quarter '12.
  • The ratio of Facebook’s monthly users that return to the platform daily continued to creep up, hitting 60 percent in the first quarter. While some may scrutinize the one percentage point quarter-over-quarter uptick as indicative of Facebook’s daily user base beginning to stagnate, 360i’s vp of emerging media David Berkowitz said that any publisher that sees more than 50 percent of its monthly user base returning daily is "pretty phenomenal."
Pedro Gonçalves

The Basics Of Neuromarketing | Fast Company - 0 views

  • Gone are the days when you could stuff your website with low-quality articles packed with the right keywords or link spam exchanges to boost your Google rankings. Today the game is all about quality--content that’s authentic, informative, and, most of all, attractive to your intended audience. In short, we need to stop thinking about SEO as “search engine optimization” and more as “social engagement optimization,” as Greg Henderson at SEO Desk put it.
  • Our brains are getting inundated with messages all day long--so they respond well to pitches that are short and sweet. Short impactful statements on the homepage can do the job a whole lot better than huge blocks of copy that overexplain what you’re all about.
  • focus on quick ways to sum up how your product or service can change the customer’s life for the better.
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  • What our eyes see connects directly with the unconscious parts of the brain that marketers want to reach; that means you want to make your points (and your website design) as visual as possible. Photos and pictures are a great way to sell concepts quickly and directly in a brain-pleasing way. And, by the way, facial expressions are great to use--our noggins immediately identify with them.
  • The brain notices how you begin and how you end more than what you’re saying in the middle, so you want to make sure that your site (and your content) has an attention-getting open and a close that really makes your case in dramatic fashion.
  • If you’re too clever or too abstract, our brains are going to want to move on (unless it’s something we really want to figure out, which isn’t usually the case with marketing). Make sure your content is written clearly in language everyone can understand (unless you’re serving a niche audience that expects more technical or sophisticated language).
  • Emotion hits our underground intellect more powerfully than the most effectively worded argument. It makes whatever the message is more memorable as well. Go beyond facts to make your customers feel.
  • By working towards more actual social engagement opportunities with our website visitors, instead of just artificially boosting traffic, we also increase our odds for creating conversations, conversions, and long-term clients.
Pedro Gonçalves

Hijacking Emotion Is The Key To Engaging Your Audience | Fast Company - 0 views

  • attention is an emotion-driven phenomenon. If we want to get and hold an audience’s attention, we need to trigger the amygdala to our advantage. Only when we have an audience’s attention can we then move them to rational argument.
  • Follow the rule of threes. Have three main points. But no more than three main points; no more than three topics; no more than three examples per topic. Group thoughts in threes; words in threes; actions in threes.
Pedro Gonçalves

Making News Useful - 0 views

  • The news audience is evolving faster than news providers, though. Gingras told us that, only a few years ago, 50% of the inbound audience went to the front page, and the other 50% went straight to stories or other pages. By now, 75% of traffic is going to stories. A minority of visitors ever see a site's front-page curated presentation of the news.
  • the value of information is not just in the knowledge of it; it's in what you can do with it.
  • News isn't just about information. It's also storytelling. Anyone can publish text, photos or even video to the Web now. But technology enables new, compelling storytelling techniques that could shine in the hands of dedicated news organizations.
Pedro Gonçalves

Starbucks & The Economist Admit To Using Google+ For SEO More Than Social - 0 views

  • The New York Times says Starbucks, “Updates its Google+ page for the sake of good search placement, and takes advice from Google representatives on how to optimize Google+ content for the search engine.”
  • While The Economist’s senior director of audience Chandra Magee did say journalists at The Economist take advantage of Google+ features like Hangouts, she also commented on how Google+ improves the brand’s SEO efforts. “There is potential there [on Google+] to help us get in front of new audiences,” Magee told the New York Times, “But it also helps with our SEO strategy because our posts on Google+ actually show up in our search engine results.”
  • The New York Times says nearly half of 540 million monthly active users on Google+ do not visit the social network.
Pedro Gonçalves

Teens To Facebook: "Okay, Bye!" - ReadWrite - 0 views

  • "We did see a decrease in daily users, specifically among younger teens," Facebook CFO David Ebersman said
  • Facebook may be feeling the burn of alternative social sites like Tumblr and Snapchat that skew towards a younger demographic. But there is a glimmer of hope, Ebersman said: "We remain close to fully penetrated among teens in the U.S."
  • While the teen embrace of Facebook might be slackening, its Instagram unit has no trouble attracting a younger audience, with teen users rising five percent this year.
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  • Facebook's stock fell during after-hours trading after news of the teen data broke.
Pedro Gonçalves

Will The New York Times Redesign Lead To A New Web Standard? | Co.Design: business + in... - 0 views

  • Couldn’t the NYT just know what I’d want to read and serve that up to me via algorithm? “Hell, yeah!” Adelman responds to that last question. “The fact that we continue to reflect that organization structure is not a statement about how we think things should be consumed. It is a statement about, there are some very natural ways for people to look for things.” Those “natural” ways of looking at things really come down to, again, user expectation. While the redesign does incorporate some algorithmically suggested sections within navigation, Adelman stresses that the NYT simply can’t remove the option to predictably click on particular topics, lest their audience question the publication’s transparency.
  • “There’s an element of trust that’s important in any relationship, whether it’s with the NYT or another publication, or a tool or experience you’re accustomed to,” Adelman says. “You don’t want to feel like things are moving under your feet." They also can’t merely fill the NYT homepage with articles they think someone might like to read, because then they cease to be what they are--the world’s news, presented without assumptions or bias. “I don’t think people want a customized version of the NYT homepage. They might benefit from some amount of material focused on their interests, but people come to the NYT because they want the NYT’s take on things.”
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