One of the trends in 2011 has been increasing numbers of online publishers fashioning supplements about a particular jurisdiction or about offshore finance generally.
These publishers are keen to persuade local companies to advertise and, as an incentive, will offer free editorial.
It's a dilemma for marketing teams, who have to both assess the value of the publication and - because they are one-off supplements which cannot be planned into a schedule - decide if they have any available budget to participate in the supplement. If they do sign up will the investment prove cost effective and if they don't, will competitors feature instead?
In most cases publishers offer editorial in return for advertising or even offer editorial for a fixed price, normally describing it as 'sponsored editorial'. Some of these new e-publishers are targeting the offshore marketplace for the first time.
While many of these online publications have their merits the fact is they do not write regularly about our marketplace and nor, as a result, are they likely to reach the appropriate target audience.
Ultimately, if budgets are limited, we reckon that specialist publications that have the potential to reach business introducers should outweigh publications which may only reach a general business audience, even if it is a global one.
MS
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