Long before there was the top-ten list of sites doing top-ten posts, there was Indiatimes. Before Buzzfeed was even launched, Indiatimes execs had found that top 10 links and clickbait drove great pageviews from the homepage of what was a horizontal; now, it is just that: a site full of click-bait headlines and stories with the top 10 list format. Not that there's anything wrong with that. Prior to this change, Indiatimes.com was a horizontal portal in the classic sense, operating as a gateway to all of the Times of India group's digital properties, including business properties (TimesJobs, MagicBricks, SimplyMarry, among others), publications (timesofindia.com, economictimes.com, maharashtratimes.com, navbharattimes.com, among others), spirituality (speakingtree), among many others. I remember visiting Indiatimes on a regular basis, looking for a 'new' tag next to a page, because it would invariably point me towards a new launch, which would be a story. Indiatimes seems to have transitioned to its new avatar in September this year. It mentions that this avatar is not just a cosmetic makeover, rather a whole new avatar. "From the way we look to the stories we want to tell, everything’s different". True to its nature, the company has made a list of the top comments it has received over the last 15 years. A few things about this transition: 1. What about discovery of verticals? Instead of providing discovery to its verticals (idiva, Zigwheels, HappyTrips, SpeakingTree etc) via the Indiatimes.com horizontal, discovery is now being provided via a navigation bar on top of TimesofIndia.com, and…
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