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Groupon deals in great writing

Groupon says its unique approach to writing is one of the biggest keys to its booming success.

And not only that, it is hiring on average two editorial employees a day. That’s right – two a day, which makes it one of the fatest growing hirers of editorial talent right now.

The Times’ David Streitfeld reports:

Groupon’s breakthrough sprang not just from the deals but from an ingredient that was both unlikely and ephemeral: words.

Words are not much valued on the Internet, perhaps because it features so many of them. Newspapers and magazines might have gained vast new audiences online but still can’t recoup the costs from their Web operations of producing the material.

Groupon borrowed some tools and terms from journalism, softened the traditional heavy hand of advertising, added some banter and attitude and married the result to a discounted deal. It has managed, at least for the moment, to make words pay….

“We’re not at all concerned any competitor is going to come in and start writing like us,” says [Editor in Chief Aaron] With. “They try but fall flat.”


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