What is it?

Users come to these sites looking for news and background information on issues, events, and industry personalities.

How could this sort of content be used to extend the amount of usage by the average user?

Users may come to the these sites to read a current events article on trucking emissions, but they shouldn't stop there. A NUCU site could also offer a 101 resource for combating the lower gas mileage with cleaner running trucks, covering gas additives, hybrids, an overview of the regulations, etc.  When they have a question about compliance or cost reductions, they may come to a site where they've seen that resource, rather than a competing site.

What sorts of sites would offer NUCU content?

Most newspaper and B2B sites currently have news on their sites, but there is little additional value offered.  This content is rarely actionable (meaning it doesn’t help someone identify steps to take for their company).  The appeal of the Internet as a means to increase a publication’s perceived frequency has led to a heightened focus of editors to create news, when, in fact, the Internet has commoditized news (see Google News).  This approach differentiates a site from its competitors by offering intelligence, insight, and analysis as to the potential impact of this news story.

What are some examples of the content Editors using this model would offer?

• Blog posts (with insight) on news stories (ex: No Retirements Yet as Court Ends Term)
• Articles / Blog Posts on breaking news (ex: 3 Suspects Held in Aruba Kidnapping)
• Issue pages on current issues (ex: Issue: Stem Cell Research)
• Interviews with prominent figures (ex: Christian Bale Discusses "Batman Begins")
• Opinion Pieces on Current Events (ex: How Do We End the War on Drugs?)

A NUCU site design will feature…

• A site architecture focused on the events, companies, people, sectors, and trends within the industry.
• Latest headlines are more important than most popular.
• Site should feature headlines that are easily scanned.
• Place emphasis on the resources related to that news.
• Site  search that defaults to date instead of relevance

A NUCU homepage will feature…

• Lead story with related resources.
• Latest headlines, all above the fold!
• Links to external news coverage.
• Forward looking coverage (ex Bird Flu for the Meetings titles)

A NUCU article page will feature…

• Comments on articles and coverage.
• Highlight the resources that are related to an article.
• Photos of person(s) mentioned in article.
• Links to company profiles or bios of industry personalities/analysts.
• Trackback link to see who is blogging about this.

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