MSNBC Shining Online vaulted to first place among news sites in August, according to Nielsen//NetRatings. A New York Times article (free subscription) makes note, then asks the inevitable question: “Why is doing so well if its parent perennially trails other TV news channels?”

The answer? Multimedia features and Web-savvy reporting. From the article:

“They have a much savvier Web news staff than their competitors have,” said Vin Crosbie, an online news consultant.’s content, he said, “is not a case of ‘shovelware,’ where you simply take something from one medium and put it almost unchanged on another.”

I wonder if all that multimedia and Web-savvy are translating into online ad revenues for the site.

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