Economist adds conversation cloud tool to website

The Economist has launched a new tool which lets readers know about the most commented and debated c

The tool collects comments on articles, blogs and debates on the site, and presents them as a word cloud.

It is present on every page and displays keywords related to the most-talked-about topics. Users can click on it to read the comments and the complete article.

The new tool is a direct result of research revealing that people read the comments before an article to decide if it is interesting enough, said Sam Kumar, UK digital advertising manager for The Economist Online.