How The New York Times Creates Different Content for Engagement Versus Clicks

A look at how The New York Times is ramping up its social media, search efforts.

It’s clear The New York Times is trying to get its act together when it comes to social media. But it still apparently has a long way to go.

As part of Social Media Week NYC on Wednesday, Jake Silverstein, editor-in-chief of The New York Times Magazine, interviewed Alex MacCallum, assistant managing editor of audience development, and Jenna Wortham, staff writer for the magazine, in a panel titled “Innovative Digital Storytelling in an Era of Tweets, Vines, Instagrams and More.”

MacCallum,

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