The Media Pioneer awards have been set up by the Specialist Media Show, in association with InPublishing, to recognise innovative and entrepreneurial activity by specialist media owners, and inspire other print and digital publishers, and event organisers. Fifteen nominations were featured on the show website, and the four overall winners were selected by James Evelegh of InPublishing and presented with their awards at the show on 25 May. In the third of a series of articles we provide more detail on the winners’ stories.
If you know an innovative specialist media business that deserves to be nominated for the 2011 Media Pioneer awards, just contact Carolyn Morgan for more details.
Econsultancy – supplier directory
Who’s won?Econsultancy for their new supplier directory with visible performance measures.
And why? Econsultancy serve the market of professional digital marketers. Their business is based on free online content, with incentives to register, plus a subscription basis for in-depth reports plus an events and training business.
They have a directory of suppliers, including independent digital consultants and digital marketing agencies – where there is a free basic listing and a “full profile” which is paid for.
They now show on every listing the actual traffic in real time that the listing attracts, by pulling data through the Google Analytics API for each URL. This is totally transparent, so shows the advertiser and any visitor how much traffic – ie value - the site is generating for the directory entry. It also shows the best performer. This gives the directory sales team an opportunity to upsell the advertiser to a full profile to improve their scores. It’s not just about money, though; advertisers who regularly update the content on their listing have also seen an improvement in their traffic stats.
It’s rare for a directory to show the traffic it generates and the extra value in an upgrade.
