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Since the 1990s, leading newspapers began their expansion on the internet. In 1995, USA Today and in the following year the New York Times went online. However, incumbent newspapers did not effectively exploit the opportunity of interactivity offered by the internet, using their websites only to mirror and reproduce already printed content. This did not change much right after the turn of the millennium. Journalists had little interest to interact with readers, and were rather stupefied about readers starting online discussions. This attitude was diametrically opposed from that of Huffington Post, a company that understood the unmet market demand for interactivity and media co-creation. By establishing a news platform based on blogging and news aggregation, the Huffington Post responded fast to this emerging demand, enabling consumers to become active partakers, rather than passive spectators.
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- Journalism 2.0: The Case of the Huffington Post
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