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Can Old Media Stave Off Losses With New Tech Products?

  • Adweek, Tuesday, November 27, 2012 12:09 PM

Old-media companies' hope of making serious money by developing technology products carries "tall odds," writes Charlie Warzel. Challenges include "the natural tension between startups and old media." Then there's the 1 in 50  "probability of anything you start succeeding," Warzel quotes a tech maven. 

In this excellent article, Warzel takes readers inside the New York Times' R&D lab, which has "only two marketable products in the pilot-testing phase." Ricochet, which "appears to hold the greatest marketing potential.... could potentially revolutionize now-imprecise ad exchange audience targeting," writes Warzel. But the WaPo Labs' introduction of the Washington Post Social Reader, "a Facebook-synced discovery platform for Post content,.. made no money—a serious problem for a company dogged by circulation declines of nearly 8 percent daily and 15 percent Sunday this year alone."



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