The video below from beet.tv explains how the New York Times can use its Blogrunner service to monitor discussion in the blogosphere about its articles, including those posts that do not link directly to the original article – so-called ‘outsider’ blog posts.

[youtube:http://www.youtube.com/watch?v=RNIrm27MftM]

According to beet.tv, a new feature of Blogrunner means that links to blog posts that have been selected and sorted by the service to appear beneath an article will be a permanent fixture, even when the news has moved on. This then creates ‘”longtail” visibility for blog posts’, particularly for those appearing beneath NYTimes.com articles, says the write-up, as the site’s archive service receives a significant amount of traffic.