NEWS: Dusting Off the Archive for the Web

clipped from: http://www.nytimes.com/2008/03/17/business/media/17mags.html?bl&ex=1206158400&en=0d1e9305b145f292&ei=5087%0A

Dusting Off the Archive for the Web

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As magazines and newspapers hunt for the new thing they need to be to thrive in the Internet era, some find that part of the answer lies in the old thing they used to be.

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SI.com already draws more than six million unique visitors each month, according to Nielsen Online (publications insist that the true numbers are much higher than Nielsen’s ratings), and executives of the magazine predict the Vault could add five million monthly readers.

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“The real hidden value of this is what it does for search,” said John Squires, executive vice president of Time Inc., the Time Warner subsidiary that publishes Sports Illustrated. The move quadruples the site’s volume, he said. “We’ll have to work our way up the search algorithms over time, but eventually, someone searches Johnny Unitas, and SI.com is going to pop up.”