A key question before a publisher that derives bulk of its income from pushing ebusiness is to determine the focus of the content for highest ROI. Of course, mesothelioma and Vioxx would be great places to start, but these are niche opportunities. There are not just enough individuals seeking such information.
In that context, a study by PWC and IAB comes to the help of nano-publishers and content managers. The study has identified how the online advertising dollars were spent in the second quarter of 2004. This is what the split looks like:
Consumer 49%
Computing 18%
Financial Services 17%
Media 10%
Pharmaceuticals & Healthcare 5%
Messages from the study
In that context, a study by PWC and IAB comes to the help of nano-publishers and content managers. The study has identified how the online advertising dollars were spent in the second quarter of 2004. This is what the split looks like:
Consumer 49%
Computing 18%
Financial Services 17%
Media 10%
Pharmaceuticals & Healthcare 5%
Messages from the study
- This study is in line with our experience. Consumer products generate highest number of searches and produce the bulk of the traffic on the Internet. In the eCreativa network, we have three business-related properties: iProceed, ebusiness blog, and iProceed blog and they produce far less traffic than our consumer oriented websites and blogs: MYNIPPON, Lindisima, LuvCube, and half-a-dozen blogs (Lindisima blog, LuvCube blog, MYNIPPON blog, MYNIPPON update blog, Consultant blog, and Mujer Cristiana blog).
- Consumers are more concerned about simple things like how to take out blackheads rather than how to live a spiritual life.
- There is some synergy between financial services and consumers and we are using a creative way to capitalize on that. We have launched a lifestyle channel, so that we can create content for consumers on how to pick the right financial services (e.g. how to avoid bankruptcy?)
- Eventually you will have to pick the focus of your content based on your audience but there are several ways in which you can make extensions into adjacent territories without alienating your core customer base. We like how the Food TV channel has started to talk about kitchen makeovers.