NYT’s Site Brings On Beta Widgets

First, NYTimes.com launched an “alternative” home page, Times Extra. Then it introduced a new celebrity-driven ad campaign. Continuing a busy week, the site has launched Times Widgets in beta.

The new online platform that gives users the ability to create customized widgets using the Gray Lady’s more than 10,000 RSS feeds.

Users can now create customized widgets to embed on their own Web sites, blogs, customizable home pages and social networking pages. Times Widgets can be created from section-specific RSS feeds such as Business, Health and Sports, and from Times Topic pages RSS feeds, such as Barack Obama, India and the Treasury Department.

“Times Widgets is an important tool in our strategy to open up the site and further integrate our content onto some of the most popular and powerful sites on the Web,” said Marc Frons, NYT Co.’s chief technology officer, digital operations. “This launch builds on last week’s debut of Times Extra as it is another way we are providing our readers with comprehensive access to trusted news and information no matter where they are on the Web.”

For the beta launch, users can embed Times Widgets on iGoogle, Netvibes, Blogger, Vox or their personal Web sites and blogs. Users will later be able to embed Times Widgets on NYTimes.com’s home page and other social media and blogging sites.