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Inauguration 2.0?: What Mag Sites Are Doing  Are the major magazine sites promising anything much for all of those office-bound, cube-encircled citizens? Min did a spot check and found that, after all, the Obama team still is so far ahead of the media curve, everyone else should just go to their sites and take notes. Time.com/CNN: Offers packages of Obama and Civil Rights retrospectives. Notably, the site is highlighting ever more “in partnership with CNN.” The cable news channel is trying a range of new formats for its live streaming coverage, including a Facebook page for real-time conversations, and commercial packages during the live stream. Newsweek.com: Cover story “Who We Are Now” as well as columns and analysis of team Obama. A tab for partner MSNBC where a dedicated Inauguration page aggregates video clips, local maps, user comments, live polling and the latest news posts. EbonyJet.com: This is one of the few sites actively servicing attendees with a downloadable Washington, D.C., city and Inauguration guide of places to see, as well as restaurants. USNews.com: A video aggregation of run-up events and past Inaugurations is the standout feature among the usual collection of forward-looking columns and article packages, a tourist map and guide to Washington. TheAtlantic.com: One of the most dramatic moves among the magazine sites, The Atlantic dedicates the entire home page to the Inauguration story, with regular blog posts from Andrew Sullivan, Clive Crook and Marc Ambinder as well as a deep dive into the magazine’s own archive of coverage of past presidents back to Lincoln. Essence: “Your Voice, Your Inauguration, Your Life” is the new tagline for the site, which remakes itself in red, white and blue bunting for the event. Party and fashion notes, blogs from inside the best Inaugural fests and how to dress for the big balls form the core of Essence’s coverage in a dedicated Inauguration Central page. About.com: This is one of the only media content brands to come up in the first page of organic search results for “Inauguration.” About.com has a Washington D.C. guide for visitors. NYTimes.com: One of the cleanest and most comprehensive dedicated hubs for the Inauguration we have seen, the Times puts blogs posts, full calendar, video and features all above the fold. There is a sensible blend of real-time reporting and reflection here. And unlike most news sites, the Times clearly promotes the live streaming of the Inauguration itself. Google: Who owns the Inauguration keyword? Apparently Fox News, which shows up atop the sponsored links in several permutations of search terms. Clearly they threw some cash at AdWords. Just behind them, however, seems to be the National Conference on Citizenship and a kitschy $20 Obama commemorative painting. In some searches, Essence Magazine’s coverage pops up. Pic2009.org: Team Obama gives everyone a lesson in how to do digital right. The official site for the event takes names at the front door, leveraging the enthusiasm for the moment for re-use later. The site telegraphs exactly what will happen here on the big day. You can watch the ball, watch the parade and swearing in, get text message updates, track the blog, get a complete calendar, make a donation and even volunteer for service. This is a lesson in brand building. Aside from CNN and NYTimes, the media brands were not actively promoting themselves as go-to Inauguration destinations online. Few publishers were telegraphing to the brand loyalists what they could expect if they did show up there during the big day, let alone what coverage to expect afterward. When it comes to video coverage of the swearing in, it will be interesting to watch how the TV news Web destinations fare against the traditional online video haunts. NBC/News Corp. joint venture Hulu.com will stream the ceremony live, and it offers embed code for syndication anywhere else. Hulu is already ranking among the four most popular video destinations. The Inauguration page at chief competitor YouTube redirects visitors to the Pic2009 page for more real-time coverage. COMMENTS
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