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BREAKING NEWS & VIEWS
Investors.com Makes a Reach Play The financial section IBD is syndicating draws content from the print publication as well as the Investors.com site. It is refreshed throughout the day with articles, photos and video. IBD’s own sales staff will sell advertising into these syndicated areas and split the revenue with the host and Mochila, which is providing the platform for IBD. The outreach also gives IBD the opportunity to recruit new subscribers to its multiple fee-base products. When we visited one of the syndicated sections on a partner site, the ad slots were filled with IBD’s own brand pitches. The syndication strategy represents a marked departure for the respected financial advisor brand. Generally IBD keeps a lower profile and focuses on a highly targeted audience in the investor class. This is an unusually broad reach for promotional scale from an otherwise demure business information brand. Several months ago, Investors.com VP of ad sales Jerry Ferrara told minonline he was selling out ad inventory to the site consistently, even as much of its ocntent was open only to subscribers paying $295 a year. At the time, Ferrara wasn't courting higher traffic or widespread brand recognition. “We’re a private company and under the radar. We like it that way,” he said. Not so much anymore. The syndication deal with Mochila does represent "a strategic shift," for the company, says Kathleen A. Sherman, VP and director, corporate and media communications. "So many people outside of the IBD audience lost money in late 2008 and early 2009." The company was built on an investment research system invented by current chairman Bill O'Neil and developed into a series of best-selling books, a print daily and fee-based digital tools. With the downturn, the company decided "we wanted to reach out and help people gain these same perspectives." The new distribution lets IBD market to a broader base for the pay product and extend an ad inventory that is already full. "Our biggest problem at the Web site with advertising is filling the requests," says Sherman. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com |
 Manager, Digital Media, NCC Media
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