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BREAKING NEWS & VIEWS
CNN.com Goes Vertical: Enhances Entertainment and TechThursday, April 15, 2010 CNN.com is trying to leverage its massive online popularity into something like a major portal with multiple content verticals. At a recent presentation for advertisers of upcoming on-air and online opportunities, the Time Warner unit revealed that its online entertainment and tech areas would become much more prominent. The revamped Entertainment channel has taken on a magazine veteran in Kate Caperton, former editor at OK! magazine. She will lead a revised Marquee blog that covers TV programming, film and will incorporate new reviews from users via the iReporter feature at CNN.com. The channel will also add a new “Trending Now” feature that will prioritize stories based on how much chatter the topics are getting on Facebook, Twitter and article comments sections on CNN.com. A new technology section will cover gadgetry and tech that affect consumers in their everyday lives: from mobile media to Web sites and video games or social media. The site will feature regular columns from CNN staffers John Sutter and Doug Gross but also pull in Mashable founder Pete Cashmore and guest commentary from notables like Craig Newmark (craigslist founder). CNN.com will also create a blog network that will drill into the food and religion topics as well as a breaking news blog and a page dedicated just to postings from CNN staff based in Afghanistan. Clearly CNN.com is trying to learn some of the lessons of AOL and other content providers online. They are trying to verticalize their content and create new Web-only brands around certain types of coverage. In many ways this follows the strategy of Yahoo, AOL and MSN as they have tried to leverage their core traffic engine but create niche properties like Daily Finance, Yahoo! Shine and Wonderwall. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com
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