If you needed any more proof that the new media are having a major effect on the old, here it is: The Times (of London) is training journalists to incorporate key words and phrases into their articles that will make it more likely that anybody searching for that topic on Google will find the related Times article coming up at the top of the free search results.
The Daily Telegraph goes one further: they actually pay for certain key words and phrases, so that their articles come up at the top of the sponsored links you see in the margin of Google search results. For example, at one point they bought the phrase, "North Korea Nuclear Test." According to an article at the editors weblog, the phrases cost them between 19 cents and two dollars per click.
That's a lot of money. Why pay it? "It plays a critical part in exporing our brand, particularly to the U.S.," says Telegraph digital editor, Edward Roussel.
Not so long ago, websites were desperate to be mentioned in newspapers. Now it's also the other way around.
The implication for writers is that if you're not keeping up with the new media, you're going to be left behind.