Categories: OLD Media Moves

International Business Times to begin sales push

The International Business Times is preparing a push to make advertisers more aware of its website, reports Lucia Moses of Digiday.

Moses writes, “Now, the site is turning its attention to the business side. It has just hired a chief marketing officer in Mitchell Caplan, formerly of McCann and Y&R. There are plans to hire as many as 50 people across sales, marketing, tech and analytics.

“‘We’ve made a lot of progress, and now it’s time to add that marketing varnish,’ said Etienne Uzac, who founded the company with Johnathan Davis. “We’re very editorial-heavy right now.’

“And varnish is wanting. The site has been working largely with ad networks, so most of the ads on the site are retargeted. The site makes ample use of that derided tactic, video ads that play continuously with the sound on. What sponsored content ads there are are programmatically powered by Nativo, a third-party native ad platform.

“But programmatic has its limits, which is why the company is turning its focus to more lucrative direct sales. Along with that, it’s trying to capture more user-registration data, to enable better ad targeting. It acquired Fashion Times LLC in May to diversify its ad base.”

Read more here.

Chris Roush

Chris Roush was the dean of the School of Communications at Quinnipiac University in Hamden, Connecticut. He was previously Walter E. Hussman Sr. Distinguished Professor in business journalism at UNC-Chapel Hill. He is a former business journalist for Bloomberg News, Businessweek, The Atlanta Journal-Constitution, The Tampa Tribune and the Sarasota Herald-Tribune. He is the author of the leading business reporting textbook "Show me the Money: Writing Business and Economics Stories for Mass Communication" and "Thinking Things Over," a biography of former Wall Street Journal editor Vermont Royster.

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