Here is a fascinating article in Columbia Journalism Review about how photo slideshows drive traffic to news websites.
Not mentioned in the article is the key role that appropriate music can play in a successful slideshow. When a slideshow can be “auto-played,” making the changes congruent with the rhythm of the music is an important technique that can enhance story-telling.
And according to the article, the quality of the slideshow will only grow in importance:
But when even bad slideshows succeed economically, where’s the incentive to make them good? That incentive, eventually, will have to come from advertisers, as they tire of the tricks that their editorial friends are playing on them. Earlier, I noted that advertisers don’t care if dozens of page views are coming from the same user, because their ads are still getting shown. But eventually this will reach a point of diminishing returns. Telling the same person about a new movie a dozen times is not as effective of telling a half-dozen people twice.
Advertisers have an easy way to hold sites accountable: rely on unique visitor, rather than page-view, counts. The page-view metric has become diluted by editorial and business tricks like recirculation tools, landing pages, and slideshows. As Gawker Media owner Nick Denton puts it, “Some page views are worth more than others.” That’s why he now judges his staff and sites’ success on a less-manipulated number: how many people come to visit, not how many pages they visit once they’re there. Denton’s reason for the switch is editorial—he wants more exclusives, and he thinks uniques are a good way to incentivize them. Advertisers should follow suit. Their ads will have greater reach if sites know that it’s unique visitors, not page views, that matter most.
And with that change of mentality will come a switch of strategy. No longer will the worst slideshows be as economically viable. Slideshow quality will rise as sites try to create iconic slideshows that bring in new visitors interested in hearing a story told as only the Internet can. Slideshows will no longer have to be a savior in scourge’s clothing.