A variety of tactics are being used by publishers to repurpose old content.
Republishing the same stories with a new headline, targeting users on Facebook with promoted posts, and rehashing old content with paid-for additions from advertisers are examples how publishers are recycling their content.
Using archived material is also a strategy which has been on the rise recently, with titles including The New York Times using archived material to trial a new section on it's website.
Gaining new traffic is the biggest driving factor for the repurposing of old content.
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