Yesterday, Tidbits contributor Fons Tuinstra wrote about a recent Belgian court decision that Google News violates newspapers' copyright. Today, Benjamin Lehmann (Jupiter research analyst for European content and programming) observes:
"Google News presents as much an opportunity as a threat to newspapers seeking to generate audience online. Newspapers should deploy strategies to maintain branding, engagement and advertising throughout individual stories, and seek to migrate audience from search engines and syndication feeds onsite.
"Tactics for pursuing this strategy include:
- Maintaining homepage-style navigation panels throughout site;
- Embedding textual hyperlinks to related stories;
- Selling banner and contextual advertising throughout the site;
- Deploying audio and video to add value to stories."
His advice about embedding links echoes what I wrote earlier, that external links are a service, not a threat to news organizations -- a Tidbits post that generated considerable conversation in the comments.
It's smart to recognize that the individual article has increasingly...
