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Part 2: How Larry King is Defining the Universe

April 28th, 2010

By Matt Cook
Point.Click Media

Last week we started looking at CNN as a trend setter and how we can gauge the evolution of the web by following the progress of one website. The biggest things we’ve noticed from 2000 to 2004 is the increasing demand for interactivity but also the lack of direction for presenting it. In the years following 2004 we really notice multimedia bursting into the mainstream with no signs of turning back.

cnn2008

Gone are the directory-style left hand menus and replaced with a much more convenient horizontal menu. With usability becoming top priority, there comes a realization that users don’t need to develop Carpel Tunnel Syndrome by scrolling 9 miles below the fold to find the Technology news category. Search Engine Optimization is becoming increasingly important, and CNN has adapted by providing “Hot Topics”, a series of the most popular keywords being searched at the top of the page. We’re also noticing some established ad sizing now with the placement of a 300 x 250 big box that is among the most popular ad sizes today. Also, once again they’ve further pushed the availability of online video with the dedicated position even more prominent at the top right of the page while continuing to distribute the feature throughout the news lists. Aesthetically, we’re beginning to see a much cleaner layout as companies realize that a bazillion graphics and animated logos aren’t what attract interest: It’s the content. This incarnation of the CNN website is also the first to be centered in the browser,  taking advantage of maximum space. The site is also designed for a 1024 x 768 resolutions, showing us advancement in monitors and putting a final fork in the Jurassic era of websites.

Check out the live working page by clicking here (Wayback Machine)

cnn2010

Bang. Right away we’re hit with interactivity. Photo Galleries, video clips, stock market applications… Online video has now become so popular that it’s the very first button in the main menu, after Home. Notice how the news list is almost secondary, with just a small sliver of a column on the left hand side, and the rest of the page dedicated to multimedia widgets. The same 300 x 250 advertising space is hanging around, letting us know that a standard has been reached. The size has once again grown in width, now accommodating the larger sized monitors that are becoming increasingly cheaper. Did you notice that they aren’t even mentioning the TV network anymore? The web has now assumed the top position in media production.

Pictured above is the current website at cnn.com

So where do we go from here?

Just by looking at the evolution of one website tells us a lot. It’s no secret that the web is moving further towards multimedia and integrating streaming video into our everyday lives, and it’s happening rather quickly. Changes that happened every 4 years early on in our little study are now happening in 2 years. Perhaps the next version of the CNN website will incorporate social media into the fray as it becomes increasingly popular. In any case, we should all be keeping an eye on what the next step is and following the trends to stay ahead of the game.

Let us know what you think. Contact Point.Click Media.

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Posted in Branding Reviews on April 28th, 2010

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