Perhaps it isn’t a new feature and I just haven’t noticed it before today, but when you highlight a word or phrase in a New York Times article (in Safari or Firefox), a small question mark graphic pop-ups. If you click on the graphic, it opens a new window with an Answers.com powered reference search.
The search results page includes dictionary definitions and other tidbits of information. Instead of a visitor having to leave the site to find out what a particular word means, the NYT provides the answer – and monetizes it. At the top of the search box is PPC advertising powered by Google.
This is a neat feature that should generate additional revenue revenue, increase page views, and keep people on their site for a longer period of time. Smart thinking from the New York Times!