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Originally published Monday, February 27, 2012 at 1:16 PM

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The Seattle Times news ticker now delivering the news

The Seattle Times new electronic ticker lit up Monday morning, announcing up-to-the-minute headlines to drivers and pedestrians as they headed up Denny Way.

Seattle Times staff reporter

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The Seattle Times new electronic ticker lit up Monday morning, announcing up-to-the-minute headlines to drivers and pedestrians as they headed up Denny Way.

"Police force's turmoil unnerves Bainbridge Island residents" was the first of many headlines to appear on the device, which is 44 feet long.

It is attached to the side of the building, at 1000 Denny Way, which is the newspaper's new headquarters.

The idea for the ticker came about as company leaders worked to come up with a way to brand the building, "in a manner that helps people know this is The Seattle Times, and it is the leading news and information source in the state," said Jill Mackie, company spokeswoman.

The idea, Mackie said, was to use the building itself to convey "we're a media company that delivers news round-the-clock."

While the notion of a news ticker is somewhat retro, that was in some ways part of the appeal.

"In embracing the future," Mackie said, "we're also very much grounded in our history."

The technology that powers the device is decidedly of the 21st century.

According to Eric Ulken, assistant managing editor of seattletimes.com, the headlines that appear on the ticker are drawn from top stories on the newspaper's homepage.

As news develops throughout the day, the stories on the ticker will change automatically, via RSS feed, he said.

It is located on the west side corner of the building.

The sign is comprised of 6400 individual light sources that are turned on or off to make the computerized display.

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