The Washington Post Introduces “Topicly”: A New Way to Access Post Content

September 23, 2013

Special Feature Uses Proprietary Technology to Present News Topics Visually; Offers Native Advertising Solution, Sponsored by Land Rover

The Washington Post today launches a dynamic way to access Post content through “Topicly,” a visual presentation of all Post content organized by topic. With Topicly, a display will present images from the hottest topics featured on washingtonpost.com. When clicking on an image of their choice, users can engage in all relevant stories, commentary, multimedia, and graphics surrounding an issue, whether it is U.S. foreign policy on Syria, Obamacare, the debt ceiling, or Washington Redskins.

“Topicly was created for users who are interested in consuming news in a visual way around topics that are meaningful to them. It’s designed to offer news signals quickly, to understand the pulse of what is happening upon first glance. With one click, a user can easily unearth everything The Post has to offer on that topic,” said Cory Haik, Executive Producer and Senior Editor of Digital News.

Topicly is powered by proprietary technology to give readers timely news that is in the journalistic sights of Post editors. Post journalism is being processed in 15-minute snapshots, and topics are being extracted in real-time. The more Post stories, blog posts, video and photos published around a topic, the higher the topic will appear in the display. Coming soon, the algorithm that powers Topicly will incorporate data from social media and what Post journalists are sharing across the Web.

Emilio Garcia-Ruiz, Managing Editor, said, “We’re committed to creating unique, engaging news experiences. Topicly is a great example of how we can reinvent the presentation of our award-winning journalism, to make it even easier to follow something of interest.”

The Post advertising team also created a native advertising solution for sponsors of Topic.ly. As the official launch sponsor for Topic.ly, Land Rover is featured as a “sponsored topic” within the section, featuring content related to “being driven” to adventures. Visitors to Land Rover’s Topic.ly will be able to find stories about individuals who are driving their field or passion to another level.

Kevin Gentzel, Chief Revenue Officer of The Washington Post, said, “Topicly is a rich, immersive platform that is available only on The Post’s website. By creating a native option for advertisers, brands are able to take advantage of this unique layout, share their own stories, and connect even more with our valuable audience.”

To learn more about Topicly, available on desktop and mobile, go to washingtonpost.com/topicly.

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