Major Newspapers Using New Service to Link to Rival Web Sites

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By: E&P Staff

Six publishers — including the newspapers The Washington Post, The Oklahoman, and The New York Sun — have agreed to use technology from Inform that organizes content and links out to other sources.

Based in New York, Inform arranges content by relevant subject matter. So for example, if a user comes across a story about the current situation in Lebanon, Inform links to other articles from that paper and other publications covering that subject. In addition, Inform runs the search function on the site.

“By working with companies like Inform, we will make our content easier to find and read, which keeps readers engaged longer, drives more traffic, and ultimately helps us make more money,” Caroline Little, CEO and publisher of Washingtonpost.Newsweek Interactive, said in a statement.

Inform tags and scores every component of each article, identifying every topic, industry, organization, person, place, and product mentioned throughout the article (or meta-tagging, usually done by hand).

With Inform, readers can find related articles from within each publisher’s sites, from its family of affiliate brands, its archives, or from articles, videos, podcasts, and blog entries from across the Internet.

“It’s like I’ve hired 30,000 journalists to generate and relate content from our site, archive, and the Web,” Kelly Dyer Fry, director of multimedia for, said in a statement. “Now readers can click several layers deep on any topic, turning a single page view into three-to-five. And, if they want more news, we point them to articles on the Web.”

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