Coming in the Side Door: The Value of Homepages is Shifting from Traffic-Driver to Brand

By: Adrienne LaFrance | Nieman Journalism Lab

Moving on from newspapers, journalism industry soothsayers are now predicting the decline of something much younger: the homepage.

As with newspapers — which haven’t so much disappeared as been pushed off center stage — few are saying that homepages will disappear completely. But as more people enter news sites sideways — via search engines, links they see in emails, or via Facebook and Twitter — newsrooms are finding their homepages aren’t the starting points they once were.

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