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How The Globe and Mail uses article tagging to track its paid content

TheMediaBriefing

Many news organizations use article tagging for search keywords and topics within a story, but Abigail Edge writes that there are better ways to use article tagging. At Canada’s Globe and Mail, article tags are used to indicate whether a story is behind a paywall or not, as well as for tagging sponsored content. The tags are only visible on the site’s back-end, but editorial head of digital Kevin Siu says it helps determine what stories users are reading in a particular category. Siu says: “For example, we could look at the most popular [stories behind the paywall] over a given period. That would tell us whether our subscribers are reading the stories we’re publishing exclusively for them.”

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