Surprisingly, as it's grown its number of users, viewers are spending more time with the content.
The Lab will also be proactive about technological issues to help save money, compared to stand-alone developments; to make money with a new mix of news/advertising/paid-for models; and to create innovative tools for users, viewers and readers.
But what it creates is a competitive advantage and a way to help identify new revenue streams and, most importantly, leads to a better product or experience for the user or viewer.
Or, as I often advise to the internet companies that hire me to help with their businesses, "Focus your product on the reader, user or viewer, not the advertiser".
The GMG Regional Media chief executive, Mark Dodson, said: "MEN Media's role is to produce great journalism for our readers, users and viewers in Greater Manchester.
Traditional media companies are courting online users as viewers split their leisure time surfing the Web and digital media devices like Apple Inc.'s iPod.
More users, more viewers for its sponsored posts and display ads.
The emphasis here is on "logged-in users" because viewers can theoretically come to pages from anywhere on the wider web by way of a URL link.
You can drag a Google document from the sidebar to create links in your e-mail messages and meeting requests to other users and viewers.
To help with its programming and curation of the videos, Packagd has tapped a series of hosts that interact with users and viewers, answering questions and providing feedback to those making comments.
By tagging their posts with #TakeMeBack, users and viewers alike are mentally transported to sand and the feeling of white water running over their feet.
