My soup

Reuters introduced its general U.S. news service, Reuters America, in late 2010 with one client, the Tribune Co. Now three major portals -- Yahoo, AOL and MSNBC.com -- have signed on to Reuters' U.S. news push. It's a big step for a 160-year-old organization once known almost exclusively for business and financial news. It's now on a mission to become the "best journalism organization in the world," as editor-in-chief Stephen Adler said last fall, with a much higher profile in the U.S. Reuters America also intends to improve on the model of a traditional wire service by taking more signals from its customers in the news business. Publishing partners don't have to accept whatever content Reuters serves up: By taking advantage of collaborative processes, including Reuters America assignment editors embedded in publishers' offices, the partners can influence coverage. For example, feedback and dialogue helped shape Reuters America's coverage of the 10th anniversary of 9/11. Last year, Reuters, part of Thomson Reuters, also relaunched its website and upped its social-media efforts, hiring Anthony de Rosa as social-media editor.