A 2014 TIME quiz that let people see how much time they waste on Facebook got 4.7 million hits and gave Time its biggest traffic day ever, with 3.8 million uniques. Now Time is hoping to exploit the formats’ popularity further by launching a standalone site today, Time Labs (labs.time.com), for its interactive stories.
Time brought on Chris Wilson in 2013 to lead its interactive data team, and the stories his team has produced have been Time.com’s most popular for three years running. In 2013, for example, 5.6 million people read America’s Mood Map: An Interactive Guide to the United States of Attitude. Traditional journalists can wring their hands, but the appeal of these stories is irrefutable. “We joke that narcissism works really well,” said Sam Jacobs, Time assistant managing editor, who hired Wilson.
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