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Besides branding, social media really enlarged the influence in the internet for traditional media. I will interview him.

What about pay-wall? It is unrealistic in China.

Calling social media an “enormous turbo charger on Times content,” the head of New York Times’ digital operations talked this week about NYTimes.com paywall, which is expected to be erected in the first quarter of 2011.

Martin Nisenholtz NYTimesMartin Nisenholtz, Senior VP Digital NY Times

Although there have been few reports about the paywall’s specifics or design, the site is expected to have a system that allows readers to read several stories before charging them for news.

Martin Nisenholtz, senior vice president of digital operations at the New York Times Co., talked with Bloomberg’s Emily Chang this week about what he calls a “soft gate” on the entire NYTimes.com site.

Chang talked with the man who has been running digital at the New York Times since 1995 on Bloomberg Television’s “Street Smart.”

Nisenholtz revealed little new about timing or pricing for the paywall, but what he said about social media may give us a clue about how important links from Twitter and Facebook will be in their plans.

“I think the thing that surprises me most is just the sheer power of social media in spreading the news,” Nisenholtz said.

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