Expedia, NYTimes.com Partner for Integrated Travel Content

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By: E&P Staff

Observers critical of newspaper Web sites for failing to capitalize on e-commerce can now cite to The New York Times for being on the ball.

NYTimes.com is partnering with the booking site Expedia in its travel section so readers can immediately plan to jet off to the destinations covered in the editorial. The site already allows readers to purchase movie and theater tickets.

AdAge?s Nat Ives reported that Expedia and the Times will share revenue though the terms were not revealed.

?We have two major revenue streams, our advertising revenue and our subscriber revenue through Times Select,? Vivian Schiller, senior vice president, general manager for NYTimes.com, told Ives. ?The most important thing for us, especially in terms of our advertising base, is to grow our audience, get them coming back more often and get them to look at more pages.?

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