As an important conceptual step, Advertising Age reports that the New York Times no longer considers its customers to be readers, but users. More pratically, the paper is trying to make its website and online content more interactive. The paper has opened up its application programming interfaces to allow outside developers the chance to create news ways of viewing and reacting to the data. One example is the NYTExplorer, which offers an alternative search feature to the current search options on the site.