BtoB - 2008 Marketers Resource Guide - (Page 48) MEDIA POWER 50 KnowledgeStorm Europe. KnowledgeStorm U.K. was the first KnowledgeStorm Europe site to debut. As originally published in the May 7, 2007, issue of BtoB. Global Spec Phone: (518) 880-0200 URL: www.globalspec.com Traffic: 3.5 million unique monthly visitors Ad revenue: N/A Ad rate: $1,500 to more than $100,000 Comment: SpecSearch, GlobalSpec’s trademarked search technology, allows users to search by specification more than 138 million parts in 1.8 million product families from more than 20,000 supplier catalogs. WSJ.com NYTimes.com Phone: (212) 556-5258 URL: www.nytimes.com Traffic: 14.5 million unique monthly visitors+ Ad revenue: N/A Ad rate: $39 CPM Comment: In 2006 overall Internet revenue rose 41% to $274 million, from $194 million in 2005. (In addition to NYTimes.com, online revenue includes digital archives, Boston.com, About.com and Web sites of other New York Times Co. newspapers.) Earlier this year, the company introduced Times Reader, a digital version of the print newspaper. Phone: (212) 416-2114 URL: www.wsj.com Traffic: 931,000 paid circulation Ad revenue: N/A Ad rate: $52 CPM Comment: One of the few paid circulation media models online—but perhaps not for much longer, as News Corp. is considering eliminating subscription fees for the site— WSJ.com’s circulation has grown to more than 1 million. The site has been adding more vertical coverage, such as law and fashion blogs. lou.dobbs.tonight/ Audience: 884,000 (average number of daily viewers) Ad revenue: N/A Ad rate: N/A Comment: Dobbs continues to separate himself from the cable pack by taking on controversial issues such as immigration and outsourcing. The formula certainly hasn’t hurt ratings: “Lou Dobbs Tonight,” which is the secondhighest-rated show on CNN, recently picked up 65% more viewers in the coveted 25-54 bracket. Comment: Unlike the four major sports, which are seasonal, golf programming can be seen year round. The PGA’s wide range of tournaments—from the Masters to the Ryder Cup—opens up marketing venues for b-to-b companies of all stripes. Whatever the event, the PGA draws an upscale audience of men with household income of more than $100,000. “Meet the Press” (NBC) Phone: (212) 664-4444 URL: www.mtp.msnbc.com Audience: 4.2 million Ad revenue: $68 million Ad rate: $75,000-$80,000 for a 30-second spot Comment: “Meet the Press,” hosted by NBC News veteran Tim Russert, has been the No. 1 Sunday morning public affairs program for nine years running, according to Nielsen Media Research. Russert also beats the competition in attracting the key demographic group of adults ages 25-54. “SportsCenter” (ESPN) Phone: (212) 456-1580 URL: www.espncms.com Audience: 99 million monthly Ad revenue: N/A Ad rate: N/A Comment: One of the best media vehicles to catch C-level execs when they’re in a different mind-set than during the business day. Mobile ESPN relaunched earlier this year through Verizon Wireless. Google Phone: (650) 253-0000 URL: www.google.com Traffic: 108 million unique monthly visitors (U.S.)++ Ad revenue: $10.6 billion Ad rate: N/A Comment: Google got the nod as the world’s top-ranked brand, according to figures compiled by the Financial Times and market research firm Millward Brown. Google, the top online search engine, said in April that it would pay $3.1 billion for Doubleclick; the move came just a few months after Google agreed to pay $1.65 billion for YouTube. Yahoo TechTarget Phone: (888) 274-4111 URL: www.techtarget.com Traffic: 4.9 million active registered members Ad revenue: $79 million Ad rate: $100 to $400 CPM Comment: TechTarget is one of the most targeted IT media networks. It continued to expand internationally last year, establishing new partnerships in Germany, India and the U.K. Storage and security are two of the more popular verticals within the TechTarget network. Phone: (408) 349-3300 URL: www.yahoo.com Traffic: 477 million unique monthly visitors Ad revenue: $5.6 billion in marketing services revenue Ad rate: N/A Comment: Although it’s still a major destination for b-to-b advertisers, Yahoo may soon have to make a bigticket acquisition to keep up with Google, which made major deals to buy YouTube and DoubleClick. OUT-OF-HOME Captivate Network NCAA Men’s Basketball March Madness Phone: (317) 917-6222 URL: www.ncaa.org Audience: Estimated 8 million-plus for Final Four, 12 million for championship game Ad revenue: N/A Ad rate: Estimated $120,000 for 30second spot, early rounds; $250,000 for Sweet 16; $700,000 for Final Four and $1.1 million for championship game. Comment: A growing number of b-to-b advertisers seems to be attracted to the annual college hoops tournament, during which they can reach upscale, male viewers with an average household income of $100,000. Phone: (888) 383-3737 URL: www.captivate.com Traffic: 2.3 million daily viewers Ad revenue: N/A Ad rate: $9.25 CPM Comment: Although it got some added competition when the Wall Street Journal Office Network debuted last year, Captivate’s revenue grew 42% in 2006 compared with 2005. BROADCAST InfoWorld.com Phone: (800) 227-8365 URL: www.infoworld.com Traffic: 1.25 million unique monthly visitors Ad revenue: N/A Ad rate: $70 CPM Comment: InfoWorld is now strictly online after parent company IDG Corp. shuttered the companion print edition in early April. IDG has beefed up InfoWorld’s online presence with blogs, podcasts and other programs. + “Closing Bell” (CNBC) ThomasNet Phone: (212) 629-1522 URL: www.thomasnet.com Traffic: 27 million users in 2006 Ad revenue: N/A Ad rate: $3,000 to $500,000 Comment: ThomasNet is the online heir to the venerable Thomas Register of industrial suppliers. In January the Web site launched Forums, to provide its users with a place to interact online. Phone: (201) 735-3000 URL: www.cnbc.com Audience: 283,000 daily Ad revenue:N/A Ad rate: N/A Comment: Key buy for advertisers targeting the at-work crowd. In 2006, “Closing Bell” viewership in its key demographic group (adults 25-54) was up 60%. O’Hare International Airport Phone: (800) 462-6989 URL: www.clearchannelairports.com. Traffic: 77 million passengers passed through O’Hare in 2006 Ad revenue: N/A Ad rate: Advertising dioramas cost $3,535 based on a campaign of at least three months. Comment: O’Hare, one of the nation’s major travel hubs, offers advertisers 40 diorama units that can be placed throughout the airport. The ads are placed in concourses, baggage areas, pedestrian walkways and other locations most heavily frequented by travelers. KnowledgeStorm Phone: (877) 340-9274 URL: www.knowledgestorm.com Traffic: 1.9 million unique monthly visitors (on KnowledgeStorm sites with banner advertising) Ad revenue: N/A Ad rate: $60 to $85 CPM Comment: The resource for IT buyers last year joined forces with VNU Business Media Europe to create PGA Revenue figures are for full year 2006. Circulation/audience figures are self-reported by the media outlets unless otherwise noted. * Publishers Information Bureau ** BPA Worldwide Audit Bureau of Circulations + Nielsen//NetRatings ++ comScore Networks +++ IMS-The Auditor ++++ Fireclick “Lou Dobbs Tonight”(CNN) Phone: (212) 275-6000 URL: www.cnn.com/CNN/Programs/ Phone: (561) 624-8400 URL: www.pga.com Audience: Estimated 4 million for major events Ad revenue: N/A Ad rate: Estimated$180,000 for 30-second spot for major event; $75,000 for non-major event 48 | BtoB’s Marketers Resource Guide | 2008 | btobonline.com http://www.cnn.com/CNN/Programs/lou.dobbs.tonight/ http://www.globalspec.com http://www.wsj.com http://www.nytimes.com http://About.com http://www.espncms.com http://www.mtp.msnbc.com http://www.google.com http://www.yahoo.com http://www.techtarget.com http://www.captivate.com http://www.ncaa.org http://www.infoworld.com http://www.cnbc.com http://www.thomasnet.com http://www.clearchannelairports.com http://www.knowledgestorm.com http://www.pga.com http://www.cnn.com/CNN/Programs/lou.dobbs.tonight/ http://btobonline.com
For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.