What Reddit is doing to boost news capabilities

A sign hangs on the door of an office at Reddit headquarters in San Francisco, Calif. on April 15, 2014. Credit: Reuters
A sign hangs on the door of an office at Reddit headquarters in San Francisco, Calif. on April 15, 2014. Credit: Reuters

Reddit, a website with a retro-’90s look and space-alien mascot that tracks everything from online news to celebrity Q&As, is going after more eyeballs, and advertising, by allowing members of its passionate community to post their own news more quickly and easily.

Reddit, majority owned by Conde Nast parent Advanced Publications, last month rolled out a new feature that lets users of the 9-year-old site post live updates, allowing them to report in real time.

The live updates allow selected users, dubbed “reporters” by Reddit, to instantly stream unlimited posts during the course of an event such as the conflict in the Ukraine, an earthquake in Los Angeles, or a game played in real time, without having to refresh the page.

The capability is still in testing mode. So far only users selected on a case-by-case basis can create a live thread. The feature has attracted attention. For example, live threads linked to “Twitch plays Pokemon,” in which users of the Twitch website played an old Nintendo game, garnered 2 million page views in 30 days.

“Reddit members are doing amazing things with very minimal tools and were hitting some barriers,” said Erik Martin, general manager.

Martin, who said the site is not yet profitable and declined to give specific revenue figures, added: “We want to give people a more powerful way to make updates.”

Reddit’s move toward enabling users to fluidly update is the latest move in a battle between social media sites including Facebook, Twitter and LinkedIn to use news to engage users, and attract more ad dollars.

Before, Reddit users could not update in real time. The new feature is similar to how people instantly send tweets but keeps the updates together through one thread or “subreddit.”

Reddit, which also gets revenue through e-commerce, has ramped up efforts of late to attract more advertisers. Next week, it plans to unveil city and country targeting capabilities that allow advertisers to address users by geographic market.

One recent ad, specific to Reddit, featured the actors Jeff Goldblum and Bill Murray, stars of the movie “The Grand Budapest Hotel,” as individual threads.

Some 62 percent of Reddit users get their news through the platform while about half of all Facebook and Twitter users do the same, according to a recent report on the State of the News Media from the Pew Research Center.

“Reddit is all about the community, that is the value they brought to the site as they created it,” said Kelly McBride, a senior faculty member at the Poynter Institute, who has been following Reddit since it was founded.

“News has always been really important to Reddit,” she said.

Reddit has more than 114 million unique visitors worldwide and has doubled its traffic in 12 months, said Martin. Facebook has more than 1 billion users and Twitter has more than 240 million.

Reddit’s community of millions can quickly coalesce to unearth news as it did on developing stories such as the shooting in Aurora, Colorado, where Reddit members first found a dating profile of the accused shooter James Holmes. After the Boston marathon attack, on the other hand, Reddit members falsely identified suspects.

“People are using self-text posts and editing it to aggregate stuff about a subject,” Martin said.

“We never thought people would use it to make 50 updates in an hour. All new things on Reddit is a response to something our users are doing already.”

The site’s users vote on threads and content meaning the hottest stories or discussions rise to the top of the “front page of the Internet.” Users vote on an entire thread rather than individual live posts. The community also places a high value on one’s Reddit score determined by how active one is on the site.

 



News
Entertainment
Sports
Lifestyle
Local

Mayor pledges lower greenhouse gas emissions from New…

Just hours before the start of the People’s Climate March on Sunday, and two days ahead of the United Nations Climate Summit, Mayor Bill de…

National

The best places to see the Northern Lights…

A large solar storm hit the Earth's atmosphere and will tonight illuminate the skies with aurora borealis -- also known as the Northern Lights.

Local

Police officer killed Sunday morning Bronx crash, 8…

One NYPD police officer was killed and eight other officers were injured early Sunday morning when the van they were traveling in crashed  in the…

National

Pennsylvania police shooter manhunt near home of suspect's…

A police manhunt intensified on Friday for the gunman who killed an officer and wounded another in an ambush at a Pennsylvania police barracks a week ago.

Television

'How to Get Away with' mischaracterizing Shondra Rhimes

Shonda Rhimes read Alessandra Stanley's New York Times piece about her being "an angry black woman" and "a romance writer" and it did not sit well with her.

Gossip

New nude celebrity selfies leak … and Clay…

A new batch of nude selfies of Rihanna, Kim Kardashian, Vanessa Hudgens, Lake Bell and Avril Lavigne hit the web and Clay Aiken has something to say!

Television

James Spader's route to villainy on "The Blacklist"

In honor of the second season premiere of "The Blacklist" tonight, where James Spader plays good guy/bad guy Raymond “Red” Reddington, it’s a good time to look back at Spader’s…

Television

True Detective

NFL

Jay Cutler takes Marc Trestman's coaching to heart

While Jay Cutler turned to an autobiography on the man who would be his head coach, Trestman had personal experience with the player.

NFL

Jets vs. Bears: 3 things to watch

Jets fans likely chalked up Monday's matchup with the Bears as a loss when the NFL schedule came out. But given their team's play so…

NFL

Rashad Jennings carries Giants in first win this…

Rashad Jennings, who came to New York from Oakland last year, by way of Jacksonville, was highly coveted this offseason by general manager Jerry Reese.

NFL

3 things we learned as Giants pick up…

The Giants picked up their first win of the season over the Texans.

Career

Here's how to make the most of visit…

You’re primped, you’re looking polished, you’re prepared with a stack of resumes. Job fair hunters, unite! There are a few things to keep in mind…

Education

Learn how to study effectively and stop cramming…

Picture this: It’s midterm week, and college students everywhere are trying to frantically memorize all of the math formulas, political theories and historical facts that…

Parenting

How motherhood inspired Bethenny Frankel's new book

Bethenny Frankel's new children's book is about how her daughter and dog didn't always get alone.

Parenting

A sneaky way to serve kids fruits and…

"My First Juices and Smoothies" gives smoothie recipes for kids.