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
News

Turkey: Voting begins in country's first direct presidential…

Some 53 million people are able to vote in the election, including 2.8 million citizens abroad. Until now, Turkish presidents were elected by parliament.

News

Libya seeks ceasefire as south Tripoli a militia…

By Patrick Markey and Aziz El YaakoubiTRIPOLI (Reuters) - Black plumes of smoke marked shell blasts and bulldozed earthen barricades mapped out the frontlines around…

Breaking: News

Russia mad about sanctions, says U.S. contributing to…

Russia reacted angrily on Saturday to additional sanctions imposed by the European Union over Moscow's role in the Ukraine crisis, saying they would hamper cooperation…

National

Mutant worms stay sober, even on alcohol

U.S. researchers have developed "mutant worms" that do not get drunk by alcohol, a breakthrough that could lead to new treatment for people trying to quit drinking

Television

'Game of Thrones' livens up Comic Con with…

By Piya Sinha-RoySAN DIEGO (Reuters) - Laughter and death did battle on Friday at HBO's "Game of Thrones" panel at Comic Con, one of the…

Movies

Review: Brett Ratner's big 'Hercules' movie is small…

The latest "Hercules," starring Dwayne Johnson as the half-god beefcake of Greek myth, strips its hero and tale of most of its fantastical elements.

Arts

Scientists recreate world's smallest Monet copy

Scientists have reproduced a famous Impressionist painting using nano-printing, to create what has been described as the world's smallest work of art. Reworked at the…

Television

Jerry Seinfeld is ambidextrous, and other Reddit AMA…

See some of the weirder highlights of Jerry Seinfeld's recent Reddit AMA.

U.S. Soccer

Orlando City takes shot at NYCFC over Frank…

Orlando City reminded the world how big a signing Brazilian star Kaka earlier this month with a photo of Kaka mobbed by fans juxtaposed against Lampard.

NBA

Jeremy Lin says 'Linsanity' is over as he…

Jeremy Lin lit up the NBA two years ago with his play for the Knicks but he has no desire to recreate "Linsanity" in his new career with the Lakers.

NFL

2014 NFL Fantasy Football Top 100 overall player…

2014 NFL Fantasy Football Top 100 overall player rankings

U.S. Soccer

NYCFC announce signing of Frank Lampard

The tease of a big signing Thursday by new MLS side NYCFC ended up being one rumored for weeks. England midfielder Frank Lampard agreed to…

Tech

Forget Wi-Fi: Li-Fi could be the future

Li-Fi technology – developed by Mexican company Sisoft – is wireless internet connectivity using specialized LED light.

Tech

Weather app Climendo might be the most accurate…

The wait for a truly accurate weather forecast could finally be over thanks to a nifty new app called Climendo.

Tech

Napkin Table puts focus off the phone and…

Michael Jan, a design student at Tunghai University in Taiwan, has invented a serviette-picnic blanket hybrid called the Napkin Table.

Style

Essie's new Color Boutique

Essie launches high-tech kiosks at major airports and malls across the country.