How it works is that a reader clicks on a Sphere icon next to a story they’re reading. That click brings up a small box of content and links to bloggers talking about that topic as well as related articles from the publisher and other blogs worth checking out. As a blog search and discovery engine this is where the discovery comes in and you can really dig deep into stories or get a broad overview of what bloggers are buzzing about.
We may be jaded (heck, we love this thing) but the feedback we’ve gotten to date tells us we’re not just blowing smoke when we say this is a superior strategy for integrating the blogosphere into mainstream media. In addition to the immediacy of what’s being delivered the results are also more comprehensive and less prone to spam. It’s a real win/win. The reader gets a richer experience and the publisher gets opportunities to expose the reader to additional related content (and get more page views in the process).
Check out the Sphere contextual widget by clicking on the web sites linked from our home page. And, let us know what you think. We love to hear from our readers.