How News Corp. properties are sharing content

Lucia Moses of Digiday writes about how News Corp. has created a new way for its media properties such as The Wall Street Journal and MarketWatch.com to share content.

Moses writes, “The initiative, called Project Hamilton, collects relevant articles from the publications and runs them at the bottom of individual articles. The story module is running on MarketWatch, Mansion Global, Realtor.com and parts of The Wall Street Journal. It does not include sponsor content.

“The project came out of the Dow Jones Media Group, a unit within News Corp that includes non-Wall Street Journal publications such as MarketWatch, Mansion Global, Barron’s and the startup news publication Heat Street.

“In a memo to staff, William Lewis, CEO of Dow Jones and publisher of the Journal, said early results are ‘promising.’ He said the unit’s early version got a 1.04 percent click-through rate. It’s hard to say if that’s good because there are so many factors (it’s not known what limits were set on the kinds of articles running in the modules or if other user experience improvements were made that would have improved CTRs, for example), but Lewis said that the click-through rate was more than three times the original goal of 0.3 percent.”

Read more here.