WashingtonPost.com has entered into a deal with blog search engine Technorati that will make it easy for readers to find blog entries about Post stories.
Technorati already has similar deals
with Salon.com and Newsweek.com, but WashingtonPost.com marks the search engine's first major newspaper partnership.
The Technorati partnerships allow the news sites to direct their readers to
blogs that link directly to stories. "In the 20th century it was about letters to the editor; in the 21st century we're seeing people adding their commentary by blogging about the stories and
articles," Technorati Founder David Sifry told OnlineMediaDaily in July, after news of the Newsweek.com partnership began circulating. "There's definitely a symbiosis between bloggers and the
mainstream media."
Newsweek.com now offers a list of links to blogs discussing individual articles, which appears under the heading "Blog Talk." Salon's site contains a small link at the
bottom of each story that directs users off-site to a Technorati search that returns all of the blogs linking to the story.
Technorati's searches, much like many search engines', are monetized
via sponsored links tied to the search terms used.
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