Reuters signs new U.S. clients

Matthew Creamer of Advertising Age writes that Reuters has signed Yahoo, AOL and MSNBC.com as part of its push in the United States to compete against the Associated Press.

Creamer writes, “Reuters America also intends to improve on the model of a traditional wire service by taking more signals from its customers in the news business. Publishing partners don’t have to accept whatever content Reuters serves up: By taking advantage of collaborative processes, including Reuters America assignment editors embedded in publishers’ offices, the partners can influence coverage. For example, feedback and dialogue helped shape Reuters America’s coverage of the 10th anniversary of 9/11.

“Reuters America said it has studied its new customers’ needs. ‘We spent time in the newsroom understanding their workflow, understanding how they were using providers such as ourselves and also what their own aspirations were,’ said Steven Schwartz, Reuters’ global head-media business development.

“The efforts at collaboration and communication do not mean, however, that Reuters America customers can order up news on demand. Their sway is more directional, according to Reuters.”

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