Building Reader Engagement With BW.Com
The problem, as John Byrne sees it: Google and cookies. Google, he says, is “one giant transaction engine. Transactions are the enemy of relationships.” And “we are so cookied to death” that advertisers can find the demographic they want on cheap sites. “Why would you come to BusinessWeek and pay $40 CPM when you can find the same readers on Facebook for ten cents?”
Byrne admits BW can’t compete with the whole Internet on content, so they try to differentiate through engagement.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
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