Strategy: The main strategy of NYTD is to convert printed newspapers into website content that would be displayed over the internet. The NYTD aimed to find new and creative ways to utilize the full potential of internet multimedia. The division encouraged conversation and cooporation to inspire new ideas between groups of people and they used a decentralized organization. The NYTD is an independent division. Moreover, NYTD collects customer information through registration. However, registration is free of charge; most revenues come from selling advertisements on the website. Another part of the strategy is to add value through interactive features and functions to the webpage. To create a distinct “Internet culture”, which aimed to be experimental, can also be seen as a strategy. Several ideas were realized but then later discontinued if not profitable. An objective for NYTD was also to enhance the geographical reach.