CNET’s success comes from its focus

Brian Morrissey of Digiday interviewed Eric Johnson, the general manager of CNET’s media division, about the success of the tech site.

Morrissey writes, “Tech is a crowded category, growing more crowded by the month. CNET looks to differentiate by focusing on the consumer at the point of decision. That means the expert review remains paramount, Johnson said. On top of that it builds in news and other approaches, even a recent foray into fiction.

“‘We’ll go deeper than anybody,’ he said. ‘We won’t go into [smart] appliances without a team that can cover it soup to nuts.’

“As part of CBS, CNET understands the power of other media. While it doesn’t have its own TV shows, CNET works with CBS News to spread its brand. Two years ago CNET launched its own magazine, and it recently created a spinoff brand called Roadshow that’s focused on autos.

“‘We’re focused on doing things that make money,’ he said. ‘We make bets. We need conviction around them.'”

Read more here.