NYTimes.com Revamps Look; Emphasizes Video; Tests Personalized Site

No, it’s not April Fools — NYTimes.com really has a dramatically new look complete with all kinds of newfangled features like embedded video, a greater emphasis on reader voice and a still-in-beta personalized MyTimes. It’s the first major change since the last look debuted five years ago; Len Apcar, the site’s editor in chief, explains the goal is to make the site “simpler and more useful.” Among the new features:
— Wider pages to take advantage of larger monitors.
— Video and multimedia are “fundamental elements” with video prominently displayed on the front page and findable via a tab at the top. Relevancy varies — the lead sports video breaks down the NCAA brackets but the final is tonight.
Times Topic Pages organize info by person, place, organization or subject; it’s comparable to the print Times Index. One way to get students to visit a site. Caveat: Archive articles still require TimesSelect or separate payment.
MyTimes may represent the greatest change but is still in beta. Carrying through with the Times’ overall conviction that readers rely on the paper to make choices for them, MyTimes promises “the guidance of Times editors, reporters and critics. The tagline: “My Times: Where the best minds in journalism help you edit the web.” Readers — people don’t use the Times online, they read it — also will be able to add their own sources.

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