As this article suggests even the guys who create lots of content need helps "seeing" the big picture. Kudos to the New York Times for making the investment in a tough publishing environment to enhance their products and services for the sake of their readers.
It is also a fine example of what Big Data boils down to. Get past all the techno-speak and ask what big data does. And how to make it specific for your staff. Both of these are ultimately the measure of the value of Big Data and Predictive Analytics.
To spot some trends of you own be sure to try the Big Data Lens demo here --> http://www.bigdatalens.com/demo/