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Research showed that users prefer msnbc.com over other news sites because it spans the entire news continuum – from the Middle East and China to American Idol and Homeland. This insight led to a colorful graphic analogy that would help blur the line between advertising and content. A fuller spectrum of news.

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Real headlines were pulled from msnbc.com. Print ads were run in weekly publications so that the content was as fresh as possible.

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Headlines could be tailored to the publication in which they ran.

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NewsSkimmer is a customizable interactive web app + screensaver that allows users to choose which of msnbc.com’s RSS feeds to serve up in a visual environment.

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