BtoB Media Business - June 2011 - (Page 9)

ETimes.com continues to grow with a new website focusing on community building. The site features user comments, message boards and guest posts from engineering experts. The website now averages 766,562 unique monthly visitors and about 5,000 monthly user comments. The website’s community Tech building effort is aided by a new platform, created in July 2010, to make content accessible and URL: www.eetimes.com keep readers involved. “The Company Name: UBM whole point was to really send a Electronics message to our community that Average monthly unique their content is as important as visitors: 766,562 ours,” said Karen Field, senior Source: Omniture VP-content of UBM Electronics, (SiteCatalyst) which publishes EE Times. “It’s almost as if now we have a virtual masthead of contributors.” Field said the company was able to grow the website quickly through a collective marketing effort. EETimes.com sent an email to a list of people who might be interested in working as official moderators and asked others to submit content for the usergenerated EE Life section. In addition to the emails, the company offered a $5,000 oscilloscope for the best article. Now, Field said only 20% of the comments come from the core people who were reached out to initially. The new website has also impacted advertising. By increasing the number of registrations and contributors, the site has increased its attractiveness for advertisers. “We have definitely made it a more engaging site, and have wrapped our arms around the community and made it a two-way conversation,” Field said. E C EETimes SOonline.com, which caters to corporate security professionals, has significantly boosted its audience by adding hard news to the editorial mix. “Until late last year, we didn’t put much emphasis on news,” said Derek Slater, editor in chief of CSO. “Traditionally, we’ve provided thought-leadership content, but we realized that reacting to events is part of readers’ jobs and we needed to put Trade more sheckles on that side of the scale.” CSO’s Daily Dashboard, URL: www.csoonline.com which launched in May Company: IDG Enterprise 2010, provides users with Average monthly unique various feeds that allow visitors: 182,202 them to assess threats to cor- Source: Omniture porate security, which can range from network issues to weather impacting data centers. It also provides a new advertising vehicle allowing sponsors to run RSS feeds next to the editorial feeds. Since its debut, Daily Dashboard has helped to spark traffic, Slater said. Through the first quarter, page views grew 22% compared with the same period in 2010. Overall traffic grew to 182,202 monthly unique visitors, compared with 100,000, during the same period last year. A new keyword strategy has also played an important role in growing the site’s audience, Slater said. “It’s not just about people finding articles on our site, but across the Web. So it’s a systematic approach rather than slapping some keywords on an article.” CSO —Nathan Lipkin —Matthew Schwartz General Business The Economist URL: www.economist.com Company: The Economist Group Average monthly unique visitors: 5.9 million Source: Omniture E conomist.com, the website for the 168-year old media brand, continues to develop content that is distinct from the print version. Roughly 40% of the content on Economist.com is produced solely for the website, said Nick Blunden, publisher. “We’ve differentiated our audience as ‘ideas people’ who are intellectually curious, and that also resonates well online,” he said. In the last 18 months, the site has added several new features that run exclusively online. These include By Invitation, which allows select experts to act as guest commentators on the site, and Ideas Arena, a month-long dive into a topic that includes videos, debates, a polling feature for readers and links to live chats with the editors of special reports. A conversation cloud allows readers to track the most popular stories. In July 2010, the website debuted a redesign of the home page that led to a significant boost in traffic, Blunden said. In the first quarter, the average number of unique monthly visitors grew to 5.9 million, up 25% from the same period in 2010. “The redevelopment was very audience driven,” Blunden said. “We’ve invested more in the user experience, and put the user at the center of what we’re trying to achieve.” —M.S. mediabusinessonline.com | June 2011 | Media Business | 9 http://www.EETimes.com http://www.EETimes.com http://www.CSOonline.com http://www.CSOonline.com http://www.eetimes.com http://www.csoonline.com http://www.EETimes.com http://www.economist.com http://www.Economist.com http://www.Economist.com http://www.Economist.com http://www.Economist.com http://www.mediabusinessonline.com

Table of Contents for the Digital Edition of BtoB Media Business - June 2011

BtoB Media Business - June 2011
Contents
Upfront
ABM Annual Meeting
Sales & Marketing
M&A
Great Media Sites
Audience Development
Production
Events
People
Benchmarks
Endnote

BtoB Media Business - June 2011

BtoB Media Business - June 2011 - BtoB Media Business - June 2011 (Page Cover1)
BtoB Media Business - June 2011 - BtoB Media Business - June 2011 (Page Cover2)
BtoB Media Business - June 2011 - Contents (Page 3)
BtoB Media Business - June 2011 - Upfront (Page 4)
BtoB Media Business - June 2011 - ABM Annual Meeting (Page 5)
BtoB Media Business - June 2011 - ABM Annual Meeting (Page 6)
BtoB Media Business - June 2011 - ABM Annual Meeting (Page 7)
BtoB Media Business - June 2011 - ABM Annual Meeting (Page 8)
BtoB Media Business - June 2011 - ABM Annual Meeting (Page 9)
BtoB Media Business - June 2011 - ABM Annual Meeting (Page 10)
BtoB Media Business - June 2011 - ABM Annual Meeting (Page 11)
BtoB Media Business - June 2011 - ABM Annual Meeting (Page 12)
BtoB Media Business - June 2011 - ABM Annual Meeting (Page 13)
BtoB Media Business - June 2011 - ABM Annual Meeting (Page 14)
BtoB Media Business - June 2011 - Sales & Marketing (Page 15)
BtoB Media Business - June 2011 - M&A (Page 16)
BtoB Media Business - June 2011 - Audience Development (Page 17)
BtoB Media Business - June 2011 - Production (Page 18)
BtoB Media Business - June 2011 - Production (Page 19)
BtoB Media Business - June 2011 - Events (Page 20)
BtoB Media Business - June 2011 - People (Page 21)
BtoB Media Business - June 2011 - Benchmarks (Page 22)
BtoB Media Business - June 2011 - Benchmarks (Page 23)
BtoB Media Business - June 2011 - Benchmarks (Page 24)
BtoB Media Business - June 2011 - Benchmarks (Page 25)
BtoB Media Business - June 2011 - Endnote (Page 26)
BtoB Media Business - June 2011 - Endnote (Page Cover3)
BtoB Media Business - June 2011 - Endnote (Page Cover4)
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