In a Google state of mind, The New York Times Company created Ricochet, for digital marketing. Essentially, the advertiser, for example SAP, selects articles from company's digital properties which are relevant to its commercial message. Then the Ricochet Platform generates a unique web address that bundles the articles to the brand's advertising. That could be for any period of time the advertiser wants.
The analogy here is the way Google allows advertisers to place their click ads in the sections with specific keywords or phrases. So if a person is searching for "Ghostwriter, High Tech Experience" and I buy the ad space on that page, the odds are good that the ad will attract the right kind of prospects.
The funny thing about the way the NYT Company is promoting Ricochet in online videos is that spokesperson Michael Zimbalist, Vice President of R&D, talks with a bunch of print books in the background. Here you can view the interview with Beet.TV. That could be transmitting exactly the message the NYT Company wants to get out there: We have our focus in two worlds, digital and print. Think about it: Baby Boomers, who grew up in print, are still in positions of power and influence.




