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"The question is creating a content set that readers want to pay for," he said.
Mr. Cashmore said expanding entertainment coverage and creating a content channel for United States and world news was part of Mashable's plan to become "the source of news for the digital generation".
But Armstrong said today that he's not interested on creating a "content farm".
"We share a common vision of creating a content experience that is both global and social.
The division may have its best shot at redemption by creating a content distribution business that boosts the consumer appeal of its hardware, much as Apple Computer has buoyed its iPod MP3 player sales with its iTunes download service.
It launched BandPage Everywhere and BandPage Extensions in July, creating a content management system for building high quality, customizable musician websites with no coding skills.
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NBC News late last year created a content center that houses MSNBC.
"They digitize it and create a content management system for you, then send back the originals".
In general, it's easy to create a content marketing plan for one country or one region.
The Mets sold Howe's players-first style as a balm after Valentine's rants, and it created a content clubhouse during spring training.
Now the Murdoch appears to have hit upon a solution: create a content company big enough to shift the balance of power and hand his family control of a media empire ready for the battles ahead.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com