Friday, December 28, 2012

A Newspaper's Digital Progress


[ed. In case some haven't seen it, this really is a new and impressive form of storytelling.]

With its spectacular graphics and photography, and its beautifully written narrative, “Snow Fall: The Avalanche at Tunnel Creek” was a compelling project, even for those who might not have been particularly interested in the topic.

The effort, which appeared last week, received around 2.9 million visits, and the visitors shared some qualities that are much desired by The Times. First, many of them – maybe as many as one-third — were new visitors to The Times. Second, they spent a lot of time with the project, about 12 minutes, which amounts to eons for a single digital story.

In an e-mail to the newsroom, Jill Abramson, the executive editor, called it a “wildly new reading experience.” She summed it up by noting that “rarely have we been able to create a compelling destination outside the home page that was so engaging in such a short period of time on the Web.”

Clearly, this is something The Times hopes to do more of, and others will undoubtedly do it, as well. The Web site PaidContent wrote about it at length in a piece this week on a major media trend of 2012, “The Rise of the E-Single.”

by Margaret Sullivan, NY Times |  Read more:
Photo: Chase Jarvis