US: NYTimes.com targets business readers with LinkedIn deal
Posted by Katherine Thompson on July 22, 2008 at 9:43 AM
The New York Times and social networking site LinkedIn have signed a deal aimed at providing targeted web stories to readers looking for business and technology stories.
NYTimes.com will show five targeted headlines in a right-hand box, with the stories selected based on the industry, location, role, company and gender of the user's LinkedIn profile.
To activate the service, users simply need to activate their LinkedIn account within NYTimes.com.
This project is aimed at attracting more readers from the business world and entrepreneurs to the site, which will obviously please advertisers on the site.
NYTimes.com's objective is to increase the volume of traffic from business executives and the entrepreneurial community, which is a valuable audience for advertisers.
Denise Warren, the senior vice-president and chief advertising officer for the New York Times Media Group said: "Advertisers are constantly looking for context, content and quality brands and this approach delivers just that."
Source: Guardian.co.uk
NYTimes.com will show five targeted headlines in a right-hand box, with the stories selected based on the industry, location, role, company and gender of the user's LinkedIn profile.
To activate the service, users simply need to activate their LinkedIn account within NYTimes.com.
This project is aimed at attracting more readers from the business world and entrepreneurs to the site, which will obviously please advertisers on the site.
NYTimes.com's objective is to increase the volume of traffic from business executives and the entrepreneurial community, which is a valuable audience for advertisers.
Denise Warren, the senior vice-president and chief advertising officer for the New York Times Media Group said: "Advertisers are constantly looking for context, content and quality brands and this approach delivers just that."
Source: Guardian.co.uk
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I think that this development by the New York Times and LinkedIn is an example of the kind of innovation and partnerships we'll see more of in the future.
Traditional media and publishing firms need to innovate - providing new ways of getting content to their readers. At the same time social networks have a real depth of quality data from their members and should be looking to monetise this.
Whether it's good or not for the New York Times readers, I suspect we'll see similar partnerships in the future. And perhaps it might just be beneficial to us for all that content we add into social networks to be used to tailor how we interact with other sites.
I wrote a bit more about this here if you're interested at all:
http://blog.freshnetworks.com/2008/07/new-york-times-and-linkedin-tie-up/
Matt Rhodes
FreshNetworks