"There are so many sources of news in the crowded online market that making print articles available online is enough to attract a substantial readership, but not enough to stand out from the crowd. Considering many web readers skim content rather than read it, interactive and multimedia news stories force users to interact with the content rather than passively consume it.
In addition, a good interactive story can yield thousands of Diggs and Stumbles, hundreds of mentions on Twitter and other social networks, and a slew of saves on social bookmarking sites like delicious, which in turn means hundreds of thousands, if not millions, of visitors. All that is worth the extra man hours if it means higher page views which also translates to, for those concerned with the business side of journalism, greater revenue.
A nice multimedia presentation doesn't even have to be a complex database like those created by the New York Times. Popular Mechanics' interactive map of proposed North American high-speed train projects could have been a simple infographic, but its interactive Flash graphic was Dugg more than 1,700 times, bookmarked on delicious by more than 60 different users and was Stumbled a gajillion times."
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