Don't call readers of NYT readers-it certainly doesn't; Content and tools for many screens allow outlet to cultivate "users'.(New York Times Co.)(Conference news)

Advertising Age, June, 2009 by Klaassen, Abbey

Byline: ABBEY KLAASSEN

In a world of near-ubiquitous computing, where an ever-expanding collection of devices turns readers into an army of co-creators and news distributors, The New York Times is trying to figure out its place. And the venerable Gray Lady's place in this world, increasingly, rests squarely with turning its readers into, well, something more.

Speaking at the CaT: Creativity and Technology conference, Derek Gottfrid, senior software architect and product technologist at The New York Times, said the company has quit calling online readers "readers,'' instead referring to them as "users.'' The conference was hosted by Ad Age and Creativity.

"When we think traditionally about creation [at The New York Times], it was limited...

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