Linking To Your Rivals

Adam Tinworth
Adam Tinworth

Telegraph | Money | American news sites create web links to rivals:

The Washington Post, among other publications, has hired to scan thousands of sites to post relevant links, including audio and video content, beside their stories, regardless of the source.

One of the biggest mindset changes for journalists as we move into the online world is that the magazine is no longer the beginning and end of our readers’ needs. Every story, feature or blog post we put online should be pointing people to other things, too. News sources outside our sites. Other wenpages. Blogs. Maybe even our competitors. And it seems that some of the big US papers are beginning to get the point.

(See? Actual content!)

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Adam is a lecturer, trainer and writer. He's been a blogger for over 20 years, and a journalist for more than 30. He lectures on audience strategy and engagement at City, University of London.