TheStreet.com pushes for more advertising

Kate Kaye of The ClickZ Network writes Monday that business news web site TheStreet.com is looking to increase its advertising by making some changes to how it operates.

She wrote, “It’s all in the hopes of garnering more online ad dollars, which some say is a more reliable revenue stream than subscriptions, especially when media distribution is making all content much more easily — and freely — accessible. According to chairman and CEO Thomas Clarke, who spoke Thursday during a Kaufman Brothers conference, the company is poised to earn 52 percent of its revenue from advertising in 2008.

“Last year, said Clarke, TheStreet got 70 percent of its revenue from paid subscriptions and 30 percent from advertising. In Q2 of this year, 37 percent of its revenue came through ads, with subscription revenue comprising 58 percent and syndication and licensing dollars making up the remainder.

“Extending coverage beyond dry investment-related content into areas such as entrepreneurship, politics, real estate and business travel is part of TheStreet’s ad growth strategy. ‘We want to provide broader-ranged content to our audience, and services to our advertisers, across a full range of distribution platforms,’ said Clarke in July. ‘This strategy is grounded in our desire to expand beyond the world of just stocks, bonds, and ETFs, and become a destination for everything related to money,’ he added.”

Read more here.