Attracting advertisers to our website despite the recession

Overview

eWEEK Europe UK is an online publication designed for the new era of technology that launched in March 2009. In the ten months since launch, the tough economic climate has seen many of the stalwarts of the media world bite the dust, including some established IT titles. But eWEEK Europe UK has seen its readership grow from zero to 147,000 unique visitors per month. Today, eWEEK Europe UK works with major advertisers, such as: IBM, Google and Oracle. We achieved this by embracing new ways of marketing.

The challenge

Attracting advertising revenues. We chose to launch eWEEK Europe UK when we did because we saw mainstream IT changing. However, we appreciated that attracting advertising revenue, and convincing an IT audience of that change, would be critical to the survival and growth of the site.

The solution

We recognised that we are working with a new type of advertising client that values new marketing techniques to reach an entirely new type of audience.

So we provide something new for advertisers. Our offerings centre around ROI and lead-generation. Programmes are tailor-made to suit advertisers' needs: from email marketing to white papers, round tables, how-to guides and webinars.

We engage with our audiences and promote the brands that advertise through us via social media optimisation. This creates a two-way dialogue with our audience, and allows the advertiser to see the value of their investment.

Key lesson

The need to create compelling and timely content that attracts readers and site registrations.

Top tip

Try to stay one step ahead of the competition, and - at all times - listen to your audience.


Find out more about eWEEK Europe UK

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