Thursday, December 22, 2005
Using the Web as Test-bed for New Sections
The Danish business paper
Børsen
just launched a new sports section
on its website. So far the articles are available to non-subscribers as
well as subscribers.
Børsen until now has been a strictly business/stock-exchange
paper which ignored everything that didn't have a business angle.
It also was the first Danish media website to fully implement a subscription model, which
meant that the site was almost exclusively accessible to subscribers only. In
this sense, the new section on the website is a radical change.
The sports section consists of a feed provided by the national news agency
Ritzau, and therefore
Børsen's content won't be unique or market-leading.
But it may be a way of keeping readers for a few clicks more, and it also may
be a way of getting a little "territory" back from all the sites that
have launched stock services or low-key business sections.
More interestingly, the new sports section is a clear sign of the website trying
to meet other user needs, almost to the point where it could change the
overall brand. But the Web-first or Web-only launch also may be a cheap way
for
Børsen to test new sections, before they potentially make it into the
paper edition.
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