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Newspapers should embrace Google News & RSS syndication of content

In light of Monday’s Belgian Court decision that Google News violates newspapers’ copyright, Jupiter research analyst, Benjamin Lehmann, writes newspapers should embrace Google News.

Google News presents as much an opportunity as a threat to newspapers seeking to generate audience online. Newspapers should deploy strategies to maintain branding, engagement and advertising throughout individual stories, and seek to migrate audience from search engines and syndication feeds onsite.

Lehman suggests the following tactics for pursuing this strategy:    

  • Maintaining homepage-style navigation panels throughout site
  • Embedding textual hyperlinks to related stories
  • Selling banner and contextual advertising throughout the site
  • Deploying audio and video to add value to stories

Source for post: Amy Gahran at Poynteronline

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