'N.Y. Times' Pays for Spots on Web Site

By: (AP) Hoping to attract more online readers, The New York Times is paying to have its headlines featured in sections of Topix.net, an Internet startup that compiles news snippets from hundreds of Web sites.

The partnership, unveiled Thursday, represents a coup for Palo Alto-based Topix, which hopes to persuade other newspapers to buy featured positions in other sections of its Web site. Topix, founded in 2002, offers 150,000 different categories, divided by geography and a wide range of categories, including news, sports, entertainment, health and science.

The New York Times will have three of its story headlines featured at the top of 80 categories for an undisclosed price. All but a few of the topics are focused on New York City and New York state.

"This is significant because even if you are the biggest and best newspaper on the Web, you still want to increase your audience," said Topix CEO Rich Skrenta.

The New York Times' Web site attracted 1.9 million daily visitors in November, according to Nielsen NetRatings.

The New York Times has been promoting its stories through Google Inc.'s widely used advertising program since August 2002. The Google system auctions off the rights to have advertising Web links prominently displayed whenever specific terms, such as "travel," are entered into a search box.


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