Tying Referrals to Content

This is how Knight Ridder plans to make money from its recent invetment in social software company Tribe.net: it is exploring a business model that would integrate self-published Tribe.net referrals with KnightRidder content such as movie and restaurant reviews. “The first revenue engine we’ll have is around the listings,” Hilary Schneider, CEO of KnightRidder Digital said, adding that KnightRidder will build a prototype and conduct focus groups. Her company would cross-sell Tribe and classified listings would be priced according to the ad’s length, and whether it included video or photos.

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