Another strong interactive over at the Times.
Things about it I love:
1) How quickly they were able to collect the information, build the interactive and launch it after the news broke.
2) It includes the names of the people who conceived of it and built it, Aron Pilhofer and Jon Huang.
3) Perfect example of how good things can come of creating an environment where journalists and developers can collaboratively innovate.
Beyond its creation, I’m incredibly interested in the business behind the interactives. What is their traffic like? Is the ad sales department given enough lead time to sell against them? Do they draw a higher CPM? I could see an entire micro-industry inside the Times popping up around them.
Think about it. A specialized ad sales person could create unique relationships with advertisers based on their desire to be placed adjacent to an interactive vs. an ordinary article. Not only do the numbers bear out—potentially higher traffic, longer time spent on the page, likelihood of it going viral is higher—but the quality of the thing is higher. It gives advertisers the opportunity to position their brands next to something that is truly unique and innovative, something that is different from anything they could find elsewhere.