Reuters has this really well-intentioned article about how the Huffington Post is going to beat The New York Times. Sidestepping for a moment the obvious irony of the Reuters website looking exactly like The New York Times website, we’ll notice one important omission from the argument. (Which is, by the way, that HuffPo is more visual and social, while The New York Times is all filled with words.)
The article starts off that HuffPo wins because within hours of a story posting there are more than 2,088 comments. Quality over quantity everyone always says. It’s too bad everyone uses quantity to measure success. Of those 2,088, I guarantee at least 100 of the people couldn’t spell comment. Around eight of those people are there to spam a conspiracy about gold or Donald Rumsfield they paste on every story and the rest are in an intractable war of Left versus Right that has absolutely nothing to do with the story they’re commenting on.
This quote, however, is my favorite part:
Most importantly, the HuffPo page is genuinely, compellingly, interactive — it’s almost impossible to visit it without finding something you want to click on. Like! Comment! Tweet! Go here! Try this! Visit that! There’s site navigation, yes, but that’s just one layer of a very rich and complex page architecture. At the NYT page, by contrast, to get out of the Media Decoder blog you either have to click on a generic navigation button like “Sports,” or else you’ll just leave the page and the site completely.
The Huffington Post acts the same way as the New York Times does. To get out of a story, you have to click the generic categories at the top. I’m not really sure what point is trying to be made here. He is right that HuffPo has more interaction. There are, after all, three Twitter feeds on that page, an entire giant box for Bing, two mentions of the Big News page, four ads, and a section for the most discussed and most viewed stories and they aren’t next to each other. Put it another way, HuffPo loads slower than The New York Times and appears as though it was pieced together over time with no planning.
User experience aside, there’s one good reason why HuffPo doesn’t “win” against The Times.
Now for that omission. (I’ll present my argument visually like the good man at Reuters.)

And, if someone could explain this paragraph to me in a way that makes sense, I’ll be eternally grateful.
The fact is that readers come to the NYT — or any website — because they want to read itsstories. They don’t much care about branded sections, or deciphering the difference between a news story and a blog entry. (The Olbermann story is a blog post, for reasons which even I don’t fully understand.) But the NYT site architecture seems built around the peculiar way that the news is produced inside 620 8th Avenue, rather than around showing the NYT’s readers the exact stories they’re most likely to want to read.
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