• Mediaweek, Monday, September 21, 2009 10:13 PM

The New York Times is exploring the possibility of building online search products which pull together Twitter commentary on specific narrow topics. The company has already built such a product for its fashion-themed blog The Moment, which aggregates Twitter commentary from editors and readers related to the high-end fashion world, says Martin Nisenholtz, NYT senior vp of digital operations.

The Times has an opportunity to serve as a prominent intermediary on Twitter -- part guide and part editor, Nisenholtz told attendees at the OMMA conference in New York yesterday. "If you search Twitter, it's too literal," he said. But if the Times can build multiple search products for Twitter that better understand context, there is power in curating this world. The company is looking into building Twitter aggregators for "thousands of categories," Nisenholtz said.

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