NOBODY'S BUSINESS: Getting Personal Pays Off

Pat Kenealy is CEO of International Data Group, which publishes 300 tech magazines, newspapers and websites in the U.S. In a recent interview with Wired magazine's on-line service he mused about the risks for websites when they require visitors to register — even when the content is free. He says asking people to register basic information can drive away as much as 90 per cent of traffic, though registration can triple advertising revenue for the site. Mr. Kenealy claims his company has seen its CPMs (the measurement for advertisement revenue) at its ComputerWorld website outstrip the print magazine version in two years. The CPM for the site went from $35 at 40-per-cent sold out on any given day to $80 at 90-per-cent sold out. The lesson: if it's something people want, the site pays.

Source: The Globe and Mail

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