The way that the NYTD operation was managed had evolved over a six year period, since The New York Times first ventured onto the Internet in 1995. Four employees—Steve Luciani, two employees from the news desk, and an advertising executive—were assigned to the new website project. They invested in what they called “shovelware,” which enabled the Company to simply “shovel” newspaper content onto the Internet. By the middle of 1995, the New York Times Company had made a stronger commitment to the Internet. Interactive media expert Martin Nisenholtz was hired as president of the future NYTD, which, at that time, was known as the New York Times Electronic Media Company and consisted of a single website: NYTimes.com.